First Name: Petra
Department Dept of Marketing and Management
Supervisor(s): Chris Baumann , Erik Lundmark
A comparison of CSR and brand value between East Asian and American banks
This study investigates Corporate Social Responsibility (CSR) in the financial services industry.
This study establishes that Chinese, East Asian and American banks generate brand value with diverging CSR factors.
Key literature/theoretical perspective
Resource based view of the firm.
A sample of 84 major banks in China (including Hong Kong and Taiwan), East Asia (Japan and South Korea) and the USA were tested for their CSR involvement to explain brand value. The study applied ANOVA and multiple regressions.
Brand value for major banks is explained by distinctively different factors. In Japan and South Korea, brand value is driven by a bank’s care for its employees, while in China, focussing on the community explains brand value. In contrast, Americans are concerned with green issues. In addition, corporate governance, or compliance, explains brand value for American banks.
The sample size is limited and restricted to US and East Asian and Chinese banks.
Practical and Social implications
The study contributes to American, Chinese, Japanese and South Korean banks’ understanding about what type of corporate social responsibility ultimately drives brand value in their respective markets, also highlighting potential to focus on CSR components currently neglected in order to potentially increase their brand value.
Brand value, China, East Asia, US, Corporate Social Responsibility.