Creating Brand Commitment and Brand Equity in International Food Companies Through Sustainability in European Countries

[EN] This study investigates the impact of corporate social responsibility (CSR) and customer brand equity (CBE) on brand commitment (BCO) towards a leading international food company, employing a cross-cultural comparison between Spain and France. By addressing a key gap in the literature concernin...

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Bibliographic Details
Authors: Blanco Moreno, Sofía, Rodríguez Santos, María Carmen, Bermúdez González, Guillermo, Alonso González, Rodrigo
Format: article
Status:Published version
Publication Date:2025
Country:España
Institution:Universidad de León
Repository:BULERIA. Repositorio Institucional de la Universidad de León
OAI Identifier:oai:buleria.unileon.es:10612/25830
Online Access:https://onlinelibrary.wiley.com/doi/full/10.1002/bse.70117
https://hdl.handle.net/10612/25830
Access Level:Open access
Keyword:Comercio
Economía
Empresas
Brand commitment
Corporate social responsibility
Country of residence
Customer brand equity
Description
Summary:[EN] This study investigates the impact of corporate social responsibility (CSR) and customer brand equity (CBE) on brand commitment (BCO) towards a leading international food company, employing a cross-cultural comparison between Spain and France. By addressing a key gap in the literature concerning the interactions between these constructs in the European context, particularly among high-visibility international brands in the food sector, this research offers new insights. For this purpose, data were collected from brand consumers in 175 French supermarkets and 179 Spanish supermarkets using a random sampling approach. The findings confirmed the significant direct influence of CSR and CBE on BCO, clarifying previously inconsistent results related to these relationships in the European market. Additionally, the study highlights the moderating effect of country of residence (COR) on both the CSR–BCO and CBE–BCO relationships, emphasising the need for context-sensitive strategies. Our results suggest that international food brands should adopt a dual approach: aligning CSR communication with core brand competencies and tailoring integrated brand communication strategies to the cultural context of the target market.

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