Corporate social responsibility, leadership, and brand equity in healthcare service

Abstract

Purpose

This study aims to analyze the linkages among corporate social responsibility (CSR), leadership, and brand equity in hospitals in Vietnam.

Design/methodology/approach

Analyses of variance and structural equation model are resorted to in this study.

Findings

The findings reveal that transactional leadership is correlated with legal CSR and economic CSR. Transformational leadership, on the other hand, cultivates ethical CSR, which in turn positively influences brand equity. A direct bridge between transformational leadership and brand equity is also detected.

Originality/value

The study offers insight into the linkage pattern of CSR, leadership, and brand equity in hospitals in Vietnam.

Citation

Trong Tuan, L. (2012), "Corporate social responsibility, leadership, and brand equity in healthcare service", Social Responsibility Journal, Vol. 8 No. 3, pp. 347-362. https://doi.org/10.1108/17471111211247929