Search results

1 – 10 of over 24000
Article
Publication date: 8 November 2018

Xiaoye Chen and Rong Huang

This paper aims to investigate whether corporate social responsibility (CSR) efforts that are oriented toward shared value creation generate any perceptual advantages in…

1537

Abstract

Purpose

This paper aims to investigate whether corporate social responsibility (CSR) efforts that are oriented toward shared value creation generate any perceptual advantages in terms of consumer product attributes evaluations compared with other types of CSR. The study also uncovers consumers’ pathways that channel the impacts of corporate associations on corporate and product evaluations and purchase intention.

Design/methodology/approach

This study uses a between-subjects experimental design. In all, 274 undergraduate students from a North American university participated in the 2 (low versus high corporate ability levels) × 4 (CSR types) study. The data were analyzed using the methodologies of path analysis and multiple group analysis in the context of structural equation modeling procedure.

Findings

The findings show that in the context of shared-value CSR, CSR image (i.e. consumer judgments on the moral aspect of the company) can spill over to product attributes evaluations, including perceptions of “product innovativeness” and “product social responsibility,” which, in turn, translate to purchase willingness. Meanwhile, perceived corporate trustworthiness mediates the effects of CSR image and corporate ability (CA) image on the overall corporate evaluation, which subsequently influences consumer product evaluation and purchase intention.

Research limitations/implications

The research provides direct evidence showing that companies have the potential to improve their corporate brand and, in turn, their product evaluations by putting a stronger emphasis on the social responsibility components of their image and placing this at the core of their strategic agenda. Importantly, a contribution to the literature by identifying differential effects of CA image versus CSR image on consumer perception of product innovativeness within different CSR categories is made. The limitations of the research are discussed, which include the usage of a fictitious company and brand and a convenience sample.

Practical implications

The study offers guidance to managers in regard to their choice of different CSR practices to fulfill their company’s product-related strategic goals.

Originality/value

The present study takes a critical stance to show that previous experimental work investigating the impact of CSR image on product evaluations relied predominantly on bipolar manipulations of CSR practices (bad versus good) rather than bringing many shades of CSR into consideration. By incorporating a wide array of CSR formats, especially value-creating CSR, current research generates potential implications based on differential effects of various CSR focuses, which have not been captured by previous studies.

Details

Journal of Product & Brand Management, vol. 27 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 7 August 2017

Mert Gürlek, Ertugrul Düzgün and Selma Meydan Uygur

This paper aims to investigate whether corporate image has a mediating effect on the influence of corporate social responsibility (CSR) on customer loyalty in independent hotels.

6259

Abstract

Purpose

This paper aims to investigate whether corporate image has a mediating effect on the influence of corporate social responsibility (CSR) on customer loyalty in independent hotels.

Design/methodology/approach

Data were collected from customers of five-star hotels located in Istanbul in Turkey. The theoretical model was tested with 404 usable data. The results were analyzed by using structural equation modeling (SEM).

Findings

Findings show that CSR creates customer loyalty partially through corporate image in the independent hotels. In addition, it was found that the hotels included in the study carried out moderate level of CSR activities.

Research limitations/implications

The research model was tested in independent five-star hotels. Further studies could be carried out using different independent hospitality companies. In addition, the research was conducted on a limited sample, as hotel managers were not willing to allow direct contact with customers. Further studies could be carried out on larger samples.

Practical implications

This study recommends that independent hotels carry out more CSR activities on social and environmental issues. In addition, direct effect of CSR on customer loyalty is lower than its indirect effect via corporate image. Therefore, if companies desire to create customer loyalty through CSR, they should introduce their CSR activities to customers via communication tools (website, media etc.)

Originality/value

This study examines CSR in terms of sustainable development in the independent hotels. Furthermore, it explains relationships between CSR and corporate image and customer loyalty through the principle of generalized reciprocity specified in the theory of social change.

Details

Social Responsibility Journal, vol. 13 no. 3
Type: Research Article
ISSN: 1747-1117

Keywords

Article
Publication date: 14 March 2022

Jueman (Mandy) Zhang and Yi (Jasmine) Wang

The novel coronavirus 2019 (COVID-19) pandemic provided new and various opportunities for corporate social responsibility (CSR) activities. This study intended to compare…

Abstract

Purpose

The novel coronavirus 2019 (COVID-19) pandemic provided new and various opportunities for corporate social responsibility (CSR) activities. This study intended to compare three types of CSR activities – product development, in-kind donation and CSR commercial – undertaken by two companies – Nike, Inc. and The Coca-Cola Company in response to the pandemic. The purpose of this study was to investigate how CSR activity type and their attributes affected effectiveness.

Design/methodology/approach

This study used an experiment using a 3 (CSR activity type) × 2 (company) mixed factorial design. CSR activity type was a between-subjects factor, and company was a within-subjects factor. The attributes of dynamism and innovativeness, corporate image, brand equity and social media sharing likelihood were dependent variables.

Findings

The findings underscored the importance of CSR activity type and their attributes of dynamism and innovativeness in the effects on corporate image and brand equity. Product development and in-kind donation, which were perceived as more dynamic than CSR commercial, resulted in more desirable corporate images. Product development, which was perceived as more innovative than in-kind donation and CSR commercial, did not result in greater brand equity than in-kind donation, but resulted in greater brand equity than CSR commercial. The CSR activity type and their attributes did not affect social media sharing likelihood. Differences in content modes could be considered.

Originality/value

This study advanced the knowledge on the effectiveness of CSR activities by comparing CSR activity types varying in dynamism and innovativeness in the context of a public health crisis that caused unprecedented societal changes and challenges.

Details

Journal of Product & Brand Management, vol. 31 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 14 October 2021

Tengku Ezni Balqiah, Elevita Yuliati and Fanny Martdianty

Literature on corporate social responsibility (CSR) has given much attention to the impact of CSR initiatives on business performance. However, managing customers…

Abstract

Purpose

Literature on corporate social responsibility (CSR) has given much attention to the impact of CSR initiatives on business performance. However, managing customers’ attributions to the company’s social activities are also needed. This study aims to extend the existing knowledge by examining the role of social justice as a moderating variable in the relationships among corporate brand image, CSR motive, corporate brand trust and loyalty.

Design/methodology/approach

The research data were collected from a sample of 710 respondents in Indonesia through an online survey. The variables used in this study’s questionnaire were adapted from previous studies. The focus of the survey was a COVID-19-related social activity conducted by the biggest private telecommunication company in Indonesia. Structural equation modeling was used to analyze the data and test the hypotheses.

Findings

The results showed that social justice moderated the relationship between corporate brand image and CSR motive. Also, social justice that revealed fairness in social life could influence how customers respond on company social activities and thus create corporate brand trust and loyalty.

Research limitations/implications

This study focused on only one company and one type of CSR activity (i.e. philanthropy) that might limit its generalizability. Future studies can focus on other types of CSR activities from various companies and industries.

Practical implications

In designing their social activities, companies must consider the importance of social justice. Companies need to address customers’ concerns toward social and society problems, especially to overcome social, environmental or health problems. Hereinafter, companies must design CSR activities that establish and accentuate their value motives by creating communication through media and public relations activities to symbolize their high concern for social problems or disasters.

Originality/value

Most previous studies consider the outcome of social activities and their impact on business performance. This study focuses on the impact of corporate brand image and social justice (as an individual characteristics) on CSR (social activities) and how it can further enhance business performance (corporate brand trust, corporate brand image, loyalty) and enrich CSR research in emerging economies.

Details

Social Responsibility Journal, vol. 18 no. 6
Type: Research Article
ISSN: 1747-1117

Keywords

Article
Publication date: 2 November 2015

Tim Lu, Xia Wei and Kungchi Li

The paper aims to establish a causal relationship model that helps to realize how consumer involvement with the cause moderates the effect of company-cause fit on…

1125

Abstract

Purpose

The paper aims to establish a causal relationship model that helps to realize how consumer involvement with the cause moderates the effect of company-cause fit on consumers’ corporate associations, and how their corporate associations regarding a company’s social responsibility programs influence their satisfaction with the company and the company’s corporate image, in the backdrop that the use of corporate social responsibility initiatives to affect consumers’ preference has become a common strategy.

Design/methodology/approach

In the main study, the authors conducted a between-subjects factorial design to test the research model. A total of 400 questionnaires were distributed, and a valid sample of 389 participants was obtained.

Findings

The results show that high-fit programs have a positive influence on the perceived corporate ability (CA) and corporate social responsibility (CSR) associations. CA associations directly influence corporate image and consumer satisfaction, while CSR associations indirectly impact consumer satisfaction through corporate image. Furthermore, consumers’ involvement with the cause increases the relationship between company-cause fit and CA associations.

Originality/value

These conclusions have important implications for a better understanding of consumer evaluation of CSR initiatives. Theoretically, this research increases understanding of the interaction effects of perceived company-cause fit and consumer involvement with the cause on consumer evaluation of a company engaged in CSR, and a richer insight into the role of CA and CSR associations in consumer evaluations of companies engaged in CSR campaigns. Managerially, this research shows how managers can choose CSR programs causes that are most likely to promote favorable customer CA and CSR associations, thereby improving the company’s corporate image and customer satisfaction.

Details

Nankai Business Review International, vol. 6 no. 4
Type: Research Article
ISSN: 2040-8749

Keywords

Article
Publication date: 18 June 2018

Md. Hafez

The banking industry in Bangladesh is now conducting business under the growing pressure to conform to every aspect of corporate social responsibility (CSR) for the…

3607

Abstract

Purpose

The banking industry in Bangladesh is now conducting business under the growing pressure to conform to every aspect of corporate social responsibility (CSR) for the welfare of their clients and society. The value of CSR practices is attributed to the relationship between corporate image, brand awareness, brand equity (BE), competitive advantage and financial result. The purpose of this paper is to measure the impact of CSR on BE and to establish the moderating impact of corporate image and brand awareness.

Design/methodology/approach

Structural equation modeling was used to test the proposed hypotheses using a sample of 200 public and private bank customers in Bangladesh.

Findings

The results of this study demonstrated that CSR has a significant direct effect on the corporate image, brand awareness and BE. The results also confirm that corporate image and brand awareness partially mediate the relationship between CSR and BE.

Practical implications

The findings indicate that successfully CSR practices will enhance a bank’s image in the mind of customers. Customers will feel that they are contributing to social causes because they are receiving services from socially responsible organizations. CSR practices also create customer awareness regarding the financial services provided by a bank. Consequently, good reputation and brand awareness contribute to building strong BE for banks.

Originality/value

This research shows the mediating role of brand awareness and corporate image with CSR and BE in the context of the banking industry in Bangladesh which is rarely studied. Therefore, the findings of this study will add value to the existing literature.

Details

International Journal of Bank Marketing, vol. 36 no. 5
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 6 October 2020

Otto Afiuc, Samuel K. Bonsu, Franklyn Manu, Casey Brett Knight, Swati Panda and Charles Blankson

Using social exchange theory as a contextual backdrop, this study aims to better understand how corporate social responsibility (CSR) can contribute to customer retention…

Abstract

Purpose

Using social exchange theory as a contextual backdrop, this study aims to better understand how corporate social responsibility (CSR) can contribute to customer retention (CR). A conceptual framework is developed to illustrate the proposed relationship and the influence of mediating factors. The telecommunication industry in Ghana is used to operationalize the conceptual framework.

Design/methodology/approach

Qualitative and quantitative data were collected through face-to-face interviews with CSR managers and through a structured questionnaire. The data were analyzed using qualitative analysis and structural equation modeling.

Findings

Findings suggest that CSR, corporate image and service quality have significant relationships with both corporate image and CR. Corporate image also mediates the relationship between CSR, customer value and service quality with that of CR. The authors also find that CSR strengthens the relationship between customer value and service quality with that of corporate image, which subsequently leads to enhanced CR.

Originality/value

Thus far, the mediating variables that help explain and predict the relationship between CSR activities and CR have been overlooked in the extant literature. The results of this study will help fill a critical knowledge gap in marketing and CSR literature.

Article
Publication date: 19 May 2022

Ziqing Peng and Yan Wan

In this age of extremely well-developed social media, it is necessary to detect any change in the corporate image of an enterprise immediately so as to take quick action…

Abstract

Purpose

In this age of extremely well-developed social media, it is necessary to detect any change in the corporate image of an enterprise immediately so as to take quick action to avoid the wide spread of a negative image. However, existing survey-based corporate image evaluation methods are costly, slow and static, and the results may quickly become outdated. User comments, news reports and we-media articles on the internet offer varied channels for enterprises to obtain public evaluations and feedback. The purpose of this study is to effectively use online information to timely and accurately measure enterprises’ corporate images.

Design/methodology/approach

A new corporate image evaluation method was built by first using a literature review to establish a corporate image evaluation index system. Next, an automatic text analysis of online public information was performed through a topic classification and sentiment analysis algorithm based on the dictionary. The accuracy of the topic classification and sentiment analysis algorithm is then calculated. Finally, three internet enterprises were chosen as cases, and their corporate image was evaluated.

Findings

The results show that the author’s corporate image evaluation method is effective.

Originality/value

First, in this study, a new corporate image evaluation index system is constructed. Second, a new corporate image evaluation method based on text mining is proposed that can support data-driven decision-making for managers with real-time corporate image evaluation results. Finally, this study improves the understanding of corporate image by generating business intelligence through online information. The findings provide researchers with specific and detailed suggestions that focus on the corporate image management of emerging internet enterprises.

Details

Chinese Management Studies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1750-614X

Keywords

Content available
Article
Publication date: 3 October 2021

Ching-Chiao Yang, Po-Lin Lai and Xiaonan Zhu

In the past few decades, the concept of corporate social responsibility (CSR) has received substantial interest in the competitive business environment. This study aims to…

1612

Abstract

Purpose

In the past few decades, the concept of corporate social responsibility (CSR) has received substantial interest in the competitive business environment. This study aims to empirically examine the impact of CSR on corporate image, organizational commitment and organizational performance in ocean freight forwarders.

Design/methodology/approach

Five critical CSR dimensions were identified based on factor analysis: consumer interests, employee interests, environmental management, disclosure and corporate commitment and sponsorship. Structural equation modelling was subsequently performed to examine the hypothesized relationships among CSR, corporate image, organizational commitment and organizational performance.

Findings

Results indicated that CSR had significantly positive effects on corporate image and organizational commitment, whereas corporate image was positively related to organizational commitment and organizational performance, respectively. Organizational commitment was also positively related to organizational performance. However, CSR did not have a significant direct effect on organizational performance.

Research limitations/implications

This study intended to conduct a survey on logistics service providers; however, due to the limited availability of research on ocean freight forwarding service providers, the present sample was limited to ocean freight forwarding enterprises.

Originality/value

From a theoretical perspective, this study contributes to the field by identifying the important dimensions of CSR and their effects on corporate image, organizational commitment and organizational performance. Particularly, it demonstrated the effect of CSR on ocean freight forwarding employees’ organizational commitment.

Article
Publication date: 1 May 2009

Robert Worcester

The purpose of this paper is to illustrate the importance of corporate reputation to the management of contemporary organisations.

6070

Abstract

Purpose

The purpose of this paper is to illustrate the importance of corporate reputation to the management of contemporary organisations.

Design/methodology/approach

The approach takes the form of survey research and case studies. The paper is informed by corporate image and reputation research undertaken for major international corporations, governments and NGOs in the UK and in countries throughout the world dating back to the late 1960s.

Findings

The paper finds that corporate image is an important factor in the success or failure of virtually all major organisations; corporate reputation is the synthesis of many factors: the brand(s) image, the products (and/or services) class image(s), the brand user(s) image, the image of the country of perceived ownership of a corporation, and the corporate culture/personality; corporate reputations can be measured, and changes in corporate reputations can be tracked; and corporate responsibility is replacing corporate social responsibility as an increasingly important factor in how people regard the corporate reputation of organisations.

Practical implications

Policy makers should actively research and manage their corporate reputation. Familiarity breeds favourability, not contempt. All too often senior managers and their advisers (brand and corporate consultants, design consultants, advertising and public relations advisers, etc.), who have responsibility for the organisation's corporate reputation, muddle the distinctions between corporate reputation, corporate image, corporate identity, corporate personality, corporate culture, and other ways by which the elements of the corporate reputation are defined, and therefore used and measured.

Originality/value

The paper shares some of the lessons learned from 40 years' experience of MORI. The paper also marshals insights from the published output, lectures, and image‐modelling work.

Details

Management Decision, vol. 47 no. 4
Type: Research Article
ISSN: 0025-1747

Keywords

1 – 10 of over 24000