Social responsibility and corporate image: a study in higher education institutions using structural equation modeling

Abstract

The growing concern with issues related to the promotion of social responsibility principles is directly related to corporate image. As they are privileged training spaces, higher education institutions are environments in which everyday actions allow the incorporation of responsible practices that naturally develop a new social, moral, and ethical actions. In this sense, the present study aims to understand the type of influence that social responsibility exerts on the corporate image of higher education institutions. For that, quantitative research was carried out, using a structured questionnaire. Data processing occurred through the statistical structural equation modeling (SEM) technique, based on the covariance matrix (CM). The research findings offer relevant reflections for decision makers at higher education institutions, in the search for the improvement of methods that enlarge a good perception of the corporate image and aspects of social responsibility, contributing to create or strengthen these constructs that become differentials competitive in the sector, in addition to promoting social well-being.