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Bouvain, Petra

First Name: Petra
Surname: Bouvain
Department Dept of Marketing and Management
Supervisor(s): Chris Baumann , Erik Lundmark

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Paper Title

A comparison of CSR and brand value between East Asian and American banks

Purpose

This study investigates Corporate Social Responsibility (CSR) in the financial services industry.

Originality

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Keywords

Brand value, China, East Asia, US, Corporate Social Responsibility.