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Corporate social responsibility (CSR) has become an international phenomenon, and while enterprises are engaging in related activities for the benefit of stakeholders, one might question whether CSR has a key driving role at establishing corporate reputation and brand equity. To address the issue, this research explores the causal impact of CSR and corporate reputation on brand equity by using structural equation modeling and fuzzy set qualitative comparative analysis. The findings from structural equation modeling show that CSR has a positive effect on brand equity and corporate reputation. In addition, fuzzy set qualitative comparative analysis identifies several causal configurations of CSR and corporate reputation in building brand equity. Overall, the driving factors of CSR and corporate reputation, depending on enterprise characteristics, have different impacts on brand equity. These results suggest that companies need to rethink their strategic actions for brand equity building. [ABSTRACT FROM AUTHOR]

The purpose of the study was to examine the influence of web interactivity and brand experience on the perceived brand value of guest houses, and ultimately, affective commitment toward guest houses. A questionnaire was used to collect data from guest house customers, yielding a total of 300 responses suitable for analysis. Structural Equation Modeling was used to test the hypotheses. The results revealed that web interactive elements of social interactivity, active control and synchronicity positively influence brand awareness, however, both social interactivity and active control influence brand image. Results also confirmed that brand awareness influences brand image. Brand experience and brand image also had an influence on perceived brand value, with the latter influencing affective commitment. Guesthouses owners are recommended to have websites that allow two-way communication. Websites should also have embedded features such as effective navigation tools which allow for active control. [ABSTRACT FROM AUTHOR]

This article links the integrated marketing communications (IMC) concept to the planning process in marketing. Following the current conceptualizations as a combination of various marketing communications tools, IMC strategy is applied to an established strategic market planning model named time Boston Consulting Group (BCG)'s growth-share matrix. Advertising, public relations, sales promotion, and direct marketing are defined as crucial elements for the core scheme. Alternative strategies for brands in different stages are identified from the product portfolio analysis. The view may also be thought of as the ongoing process of building and maintaining brand equity for consumers in time long-term period. Conceptual discussions are expected to help marketers think more strategically as they plan IMC programs for their products or services. [ABSTRACT FROM AUTHOR]