The Marketing Value of CSR Initiatives and Potential Brand Equity, Taste Perception, and Emotional Value

Abstract

Corporations in all industries recognize the demand for responsible business behavior and have developed corporate social responsibility (CSR) programs accordingly. This paper examines to which extent sustainability practices – unrelated to the actual ingredients of a consumable product – affect brand equity, taste perceptions, and perceived emotional value. In an experimental setting, effects were determined of the presence or lack of a sustainability-marketing message within a beer brand’s promotional material. The constructs were measured in a survey, and a PLS-SEM was used to analyze the results. In the factor model, all constructs proved to be sufficiently reliable and valid. The experiment’s results indicate that taste perception is positively influenced by the presence of a sustainability message.

Citation

Filz, J., Blomme, R.J. and van Rheede, A. (2016), "The Marketing Value of CSR Initiatives and Potential Brand Equity, Taste Perception, and Emotional Value", Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Vol. 12), Emerald Group Publishing Limited, Leeds, pp. 99-117. https://doi.org/10.1108/S1745-354220160000012006