CORPORATE SOCIAL RESPONSIBILITY AND BRAND EQUITY OF MALAYSIAN TOP 100 BRAND COMPANIES

In the recent economic systemic shifts perceived by the company value system from tangible to intangible assets, interest in brand equity receives growing attention from both practitioners and academics. Nevertheless, since most of these organisations accept these activities as part of their corporate social responsibility (CSR), corporations are also gradually implementing more ethical behaviours in relation to their communities. They are also acknowledging their crucial role in social, environmental and economic issues and the way in which they can enhance their companies' brand equity. Having acknowledged the significance of CSR activities, the purpose of this paper is to provide a greater insight into how CSR practices affect company brand equity. Very few studies have examined this relationship in the context of Malaysian public listed companies (PLCs). Secondary data obtained through content analysis of Malaysian PLCs' 2016 Annual Reports and a sample of Malaysia's Top 100 Brands (whose names and brand equity values are set out on The Brand Finance website) was used to cover the assessment. The results showed that companies aggressively involved in CSR operations, especially environmental, community and workplace operations, found that this involvement enhanced their brand value. Reasonable CSR activities can effectively achieve high brand value. The findings are pertinent to both practice and theory. (C) 2020 Published by European Publisher.