Multiple-dimensions of corporate social responsibility and global brand value: a stakeholder theory perspective

Corporate social responsibility (CSR) offers an important strategic tool for enhancing firms' competitive advantage and legitimacy. With an application of stakeholder theory, this study considers how multiple dimensions of CSR might affect global brand value differently, as well as the potential impact of firm size on the relationships of diverse CSR activities with global brand value. As its primary contribution to extant literature, this article establishes how a firm's involvement in diverse CSR activities can influence its global brand value, according to its primary stakeholders' perspectives, on the basis of cross-country, cross-industry data sets reflecting 144 global brands across 17 countries.