Corporate social responsibility in private universities: Empirical evidence in Vietnam

Tóm tắt

This study evaluates the impact of perceived corporate social responsibility on brand equity at private universities in Vietnam. A partial least squares structural equation modeling approach was utilized in the study to analyze 640 survey responses. Results show that perceived corporate social responsibility has a direct impact on brand equity, brand reputation, and brand trust. Brand reputation and brand trust also have a direct impact on brand equity. In addition, brand reputation and brand trust play an intermedia mediating role in the relationship between perceived corporate social responsibility and brand equity. The study's findings also imply management implications for managers in higher education about their branding tactics, including increasing corporate social responsibility activities to increase brand equity, brand reputation, and brand trust, encouraging corporate social responsibility initiatives in order to instill a sense of respect for the institution, a sense of quality service, and a belief in their promises, enhancing university reputation and trust by utilizing social media and media platforms to disseminate messages and outcomes of corporate social responsibility initiatives, in addition to putting them into practice.