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The Impact of Corporate Social Responsibility on the Relation between Brand and Company’s Financial Performance

ФИО студента: Aigun Melikova

Руководитель: Natalya Zhukova

Кампус/факультет: Faculty of Economics, Management, and Business Informatics

Программа: Finance (Master)

Год защиты: 2020

In this paper, the impact of corporate social responsibility (CSR) on the relation between brand and company’s financial performance is investigated. For the purposes of this study, the data from open resources on 78 American companies for the period from 2000 to 2019 was collected, 962 observations in total. The fixed effect models with the interaction term of brand value and CSR were tested. According to the results obtained, a higher CSR strengthens the relationship between brand value and firm performance. The significant effect of brand value on the return on equity and market capitalization was also discovered. The results of this study may be useful to marketing specialists, owners and top management of companies in order to better understand the role of CSR in both effective brand management and achieving higher performance.

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