The impact of George Floyd´s murder on Nike´s brand equity and the mediating role of brand reputation

• Autor(a) principal: Brown, Catarina Pedreira Cardoso
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/35675
• topic: George Floyd; Corporate Social Responsibility; Brand equity; Brand reputation; Nike; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This dissertation aims to understand the impact of George Floyd's death on CSR practices, brand reputation and brand equity, specifically regarding the Nike brand. Specifically, the goal of this research is to understand how Nike's Corporate Social Responsibility (CSR) policies concerning George Floyd's death and the Black Lives Matter Movement impacted Nike's brand equity and reputation. The mediating role of Nike's reputation on the relationship between Nike's CSR and Nike's brand equity is analysed. Based on the literature review, an online questionnaire was conducted, and results show that Nike's CSR positively impacts Nike's brand equity and reputation. Additionally, results showed that Nike's reputation fully mediates the impact of Nike's CSR policies on brand equity. An in-depth analysis was further conducted with a special focus on Nike's CSR anti-racist policies. Findings indicate once more the positive effect of Nike's CSR anti-racist policies on Nike's reputation and brand equity, and a full mediation effect of Nike's reputation is also verified. This dissertation provides valuable insights on the role of racism as a source of impact on a brand's CSR, reputation and equity, as well as the indirect effect of brand reputation on the causal relationship between CSR and brand equity. Theoretical and managerial implications are provided.