A causal relationship model linking corporate reputation and customer-based brand equity A customer perspective

Purpose - The purpose of this paper is to understand the precursors of corporate reputation (CR) and their impacts on brand equity ( BE), and to analyse the moderating role of corporate social responsibility (CSR) perceptions. Design/methodology/approach - This study proposes a theoretical model which is tested using structural equation modelling. In total, 464 valid questionnaires were collected from a sample of customers of the biggest union of dairy cooperatives of the Iberian Peninsula. Findings - Results show that the better the reputation, the higher the BE; however, these findings are more robust among customers with higher perceptions of CSR. Research limitations/implications - This study is based on cross-sectional data from a single company. Practical implications - The results may help managers build a better reputation and therefore increase their BE. CSR practices are essential to reinforcing this relationship. Social implications - This paper contributes to the competitiveness of a type of organisation which is closely associated to the social structure of the rural population. Originality/value - The results may help cooperatives' managers to increase CR and BE. The emphasis is on the need to adopt CSR practices.