Corporate social responsibility, leadership, and brand equity in healthcare service

Purpose - This study aims to analyze the linkages among corporate social responsibility (CSR), leadership, and brand equity in hospitals in Vietnam. Design/methodology/approach - Analyses of variance and structural equation model are resorted to in this study. Findings - The findings reveal that transactional leadership is correlated with legal CSR and economic CSR. Transformational leadership, on the other hand, cultivates ethical CSR, which in turn positively influences brand equity. A direct bridge between transformational leadership and brand equity is also detected. Originality/value - The study offers insight into the linkage pattern of CSR, leadership, and brand equity in hospitals in Vietnam.