The influence of social and environmental responsibility on customer-based brand equity

Abstract

Customer-based brand equity (CBBE) has been the subject of study in recent years as an important outcome of brand building activities. It is recognised that it is important to generate value for a specific brand or service and, at the same time, keep it at a high level of acceptance by consumers. Previous research revealed that tourism lifestyle entrepreneurs often lack the capacity to perform market related activities. As such, this study analyses the influence on CBBE of the key dimensions associated with these entrepreneurs (co-creation, lifestyle perception, environmental responsibility, link to place and social responsibility). Using survey data analysed using SEM-PLS, the results show that co-creation, link to place and social responsibility of the tourism lifestyle entrepreneurship firms positively influences CBBE. Furthermore, we also explored the indirect relationships in the model, and identified that lifestyle perception influences CBBE through the mediating effect of co-creation.