BRAND SOCIAL RESPONSIBILITY: An Integrative Perspective

doi:10.36782/jcs.v1i2.89

BRAND SOCIAL RESPONSIBILITY: An Integrative Perspective

Bambang Sukma Wijaya

Abstract

The evolution of Corporate Social Responsibility (CSR) toward Brand Social Responsibility (BSR) marks a paradigmatic shift from corporate-level responsibility to a brand-centered integration of social values within identity, communication, and strategic management. This conceptual paper aims to construct an integrative framework of BSR by identifying eight key dimensions: charitability, linkability, responsibility, sustainability, investibility, communicativity, collaborativity, and inspirationality. The framework is developed through a comprehensive literature review of major CSR and branding studies published in reputable and credible international journals. Findings indicate that BSR extends the theoretical scope of CSR by positioning the brand as a moral and strategic agent that creates shared value for society. Each dimension contributes uniquely to brand legitimacy and competitiveness: charitability and responsibility reinforce moral authenticity; sustainability and investibility ensure continuity of long-term value, while communicativity, collaborativity, and inspirationality foster engagement and social transformation. Together, these dimensions establish BSR as a holistic system that aligns ethical intent with strategic brand performance. Conceptually, this study advances the understanding of brands as social institutions capable of generating both societal and economic value. Future empirical research is recommended to test the proposed eight-dimensional BSR model and its effects on brand equity, stakeholder trust, and consumer loyalty across cultural contexts.

Keywords: Brand value, societal value, social sustainability, moral legitimacy, stakeholder engagement

Abstrak

Perkembangan konsep Corporate Social Responsibility (CSR) menuju paradigma Brand Social Responsibility (BSR) menandai pergeseran fokus dari tanggung jawab korporasi secara umum menjadi tanggung jawab yang terintegrasi dalam identitas dan strategi merek. Artikel ini bertujuan untuk mengonstruksi kerangka konseptual BSR yang bersifat integratif dengan mengidentifikasi delapan dimensi utama: charitability, linkability, responsibility, sustainability, investibility, communicativity, collaborativity, dan inspirationality. Pendekatan ini disusun melalui kajian pustaka mendalam terhadap literatur CSR dan manajemen merek dari jurnal-jurnal kredibel dan bereputasi secara internasional. Hasil konseptual menunjukkan bahwa BSR tidak hanya memperluas cakupan CSR, tetapi juga menegaskan hubungan simbiotik antara nilai sosial dan nilai merek. Setiap dimensi berkontribusi terhadap pembentukan reputasi, legitimasi, dan keunggulan kompetitif merek: charitability dan responsibility membangun moralitas; sustainability dan investibility menjamin kontinuitas nilai; sementara communicativity, collaborativity, dan inspirationality memperkuat keterlibatan dan inspirasi sosial. Secara integratif, BSR dipandang sebagai model strategis yang menempatkan merek sebagai agen moral yang menciptakan shared value bagi masyarakat. Implikasi konseptual dari kajian ini menunjukkan bahwa BSR dapat berfungsi sebagai kerangka etis dan strategis untuk membangun kepercayaan publik, diferensiasi merek, serta keberlanjutan sosial. Penelitian lanjutan diusulkan untuk menguji model delapan dimensi BSR secara empiris guna memvalidasi pengaruhnya terhadap ekuitas merek dan loyalitas konsumen lintas budaya.

Kata kunci: Nilai merek, nilai kemasyarakatan, keberlanjutan sosial, legitimasi moral, keterlibatan pemangku kepentingan

To cite this article:

Wijaya, Bambang Sukma. 2011. Brand Social Responsibility: An Integrative Perspective. Journal Communication Spectrum, Vol. 1(2), 185-205. DOI: 10.36782/jcs.v1i2.89

Keywords

Brand Value, Societal Value; Social Sustainability; Moral Legitimacy; Stakeholder Engagement

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