The Relationship Between Corporate Social Marketing Activities and Brand Equity

Abstract

Purpose: This study investigates the relationship between Corporate Social Marketing (CSM) initiatives and the components of Consumer-Based Brand Equity (CBBE) in Vietnam’s instant noodle market. Grounded in the Stimulus–Organism–Response (SOR) model, it examines how CSM affects brand awareness, brand associations, perceived quality, brand trust, and brand loyalty, as well as the causal relationships among these components.

Design/methodology/approach: A structured questionnaire was developed based on validated scales from prior studies, refined through expert consultation, and administered to 600 consumers in Ho Chi Minh City and Hanoi, yielding 552 valid responses. Data were analyzed using SPSS 25 for descriptive statistics and common method bias testing, and SmartPLS 3.0 for measurement validation and structural model assessment, including reliability, convergent and discriminant validity, and hypothesis testing via bootstrapping with 5,000 resamples. Findings: All 10 proposed hypotheses were supported at the 1% significance level. CSM was found to positively and directly influence all five CBBE components, with the strongest total effect on brand trust. Moreover, interrelationships among CBBE components were confirmed—brand awareness, brand associations, perceived quality, and brand loyalty significantly influenced brand trust, and perceived quality emerged as the most important driver of brand loyalty. The model demonstrated strong reliability, validity, predictive capability, and goodness-of-fit. Research limitation/implications: This study used a non-probability sampling approach focusing on adult consumers in urban areas, limiting the generalizability to rural markets. Future research should adopt probability sampling, consider different demographic segments, and extend the model to other product categories, sectors, and countries. Originality/value: This research extends the application of the SOR model to the CSM–CBBE relationship in the fast-moving consumer goods sector, offering empirical evidence from Vietnam’s instant noodle industry. It provides actionable insights for managers on how to leverage CSM initiatives to build brand equity while fostering sustainable social behaviors.