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Library's collection Library's IT development CancelThe purpose of this research is to see how Corporate Social Responsibility (CSR), Research and
Development (R&D), and advertising influence brand values of companies with strong brands.
Weighted Least Square (WLS) method is used to analyse 34 companies listed on Interbrand 100
Best Global Brands in 2017-2020. Then, robustness tests consisting of quantile estimates and
additional WLS are conducted to identify how the variables affect brand value differently in
different brand value levels and type of industry, respectively. It is discovered that CSR has an
insignificant negative influence on brand value. Meanwhile, R&D and advertising positively
influence brand value. However, the influence varies with different levels of brand value and
type of industry. Results of this research suggest that companies with lower brand values
should maximise CSR in brand value creation activities, while companies with higher brand
values should be aware of scepticism and poor public trust on their CSR initiatives. Companies
in the technology industry might also need to pay more attention to CSR. Regarding R&D and
advertising, companies should continuously innovate and advertise as both of them
significantly influence brand value, regardless of the brand value levels and type of industry.