Behind brand performance
Asia-Pacific Journal of Business Administration
ISSN: 1757-4323
Article publication date: 13 April 2012
Abstract
Purpose
This investigation into consumer goods manufacturing companies in Vietnam seeks to discern if such constructs as corporate social responsibility (CSR) and ethics act as antecedents for brand performance with the mediating role of integrated performance measures.
Design/methodology/approach
A total of 387 responses reverted from self‐administered structured questionnaires despatched to 1,452 middle level managers were dissected via ANOVAs and structural equation modelling (SEM).
Findings
From the findings emerged the interconnections between ethics of justice and legal CSR/economic CSR. Ethics of care, on the other hand, tends to nourish ethical CSR, which in turn positively impact performance measurement integratedness. The findings also paved the path from performance measurement integratedness to high brand performance.
Originality/value
From the results of the study, the insight into the interconnection pattern of brand performance and its antecedents highlights the magnitude of CSR and ethics training program as well as the adoption of integrated performance metrics in optimizing brand performance in consumer goods manufacturers in the Vietnamese market.
Keywords
Citation
Trong Tuan, L. (2012), "Behind brand performance", Asia-Pacific Journal of Business Administration, Vol. 4 No. 1, pp. 42-57. https://doi.org/10.1108/17574321211207962
Publisher
:Emerald Group Publishing Limited
Copyright © 2012, Emerald Group Publishing Limited