摘要：This research aims to develop the model of corporate social responsibility (CSR) image in building
brand equity as empirical support for the model proposed by Chahal and Sharma (2006) and Hoeffler
and Keller (2002). Data from 564 individual potential consumers were collected using on-line
and off-line surveys and were analyzed by implementing the two-step approach of structural equation
modeling (SEM). The main finding is that CSR communication has a greater role in creating
brand equity than CSR dimensions and company credibility. A new and important finding is that
CSR image acts as a mediating variable. These results imply that CSR communication is a strategic
tool to eliminate stakeholders’ skepticism toward CSR activity, consequently building strong brand
equity value. Some practical implications and avenues for future research are also explained.
关键词：CSR Image; Brand Equity; Company Credibility; and CSR Communication
