Behind brand performance

Abstract

PurposeThis 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/approachA 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).FindingsFrom 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/valueFrom 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.