Assessing the effects of socially responsible strategic partnerships on building brand equity of integrated business structures in Ukraine

• Authors: Lyudmila Ganushchak-Efimenko , Valeriia Shcherbak , Оlena Nifatova

Abstracts

EN

Research background: At present, it is critical to raise awareness on how global trends of doing business within the framework of sustainable development affect the success of each business unit, integration associations, and apparently contribute to a nation's prosperity. Thus, a study aimed at measuring the effects of socially responsible strategic partnerships on building brand equity of integrated business structures (IBS) will provide deeper insights into assessing the effectiveness and relevance of disseminating CSR practices. Purpose of the article: The paper attempts to evaluate the degree of effect of socially responsible strategic partnerships on building strong brand equity of integrated business structures. Methods: The participants in the assessment have been selected from the Forbes TOP 200 largest companies in Ukraine (the ranking was based not only on sales, such metrics as companies' financial performance, total assets and their current assessed value were also considered). The input data on the CSR indices were obtained from the Center for CSR Development Ukraine. The index of loyalty to a certain brand was calculated as an integral ratio of satisfaction and importance to customers (based on online survey results). To analyze the impact of the endogenous variable of CSR on IBS branding effectiveness (customer loyalty index and brand equity) and its cost effectiveness, correlation regression and factor analysis methods were applied. Findings & Value added: This study demonstrates the feasibility and economic justification of the impact of socially responsible strategic partnerships on brand equity development for integrated business structures. The research has significant implications for brand management of integrated business structures by providing empirical evidence that will improve understanding of the need to implement the concept of socially responsible branding that right today resonates with the moral society.

Keywords

EN

CSR; brand value; loyalty; efficiency; IBS

• Publisher: Instytut Badań Gospodarczych
• Journal: Oeconomia Copernicana
• Year: 2018
• Volume: 9
• Issue: 4
• Pages: 715-730

Dates

published

2018

Contributors

author

Lyudmila Ganushchak-Efimenko

• Kyiv National University of Technologies and Design

author

Valeriia Shcherbak

• Kyiv National University of Technologies and Design

author

Оlena Nifatova

• Kyiv National University of Technologies and Design

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Identifiers

DOI

10.24136/oc.2018.035

Biblioteka Nauki

19082441