Corporate Social Responsibility Image Research Articles

The Role of Purchase Intention on the Effect of Company Image, CSR, Promotion and Brand Image on Tokopedia Purchase Decisions in Surabaya and Sidoarjo

Online shopping marketing strategy requires some efforts for increasing the purchasing decision by the customers. Therefore, understanding the factors which affect such purchasing decision if important. This study explores the effects of company image, Corporate Social Responsibility (CSR), promotions, and brand image on purchasing decision. The data were collected from 123 respondents from the customers of Tokopedia online business in Sidoarjo and Surabaya, Indonesia. The data were analyzed using structural equation modelling techniques (SEM-PLS) using Warp-PLS., It was found that both company image and CSR significantly influence purchasing decisions, while promotions do not exhibit a significant effect. Brand image also emerged as a significant positive influences on purchasing decisions. Additionally, the study investigated the mediating role of purchase intention in these relationships. It was revealed that purchase intention partially mediated the influence of promotions and brand image on purchasing decisions but did not mediate the effects of company image and CSR. The discussion further underscores the significance of company image and CSR in shaping purchasing decisions, aligning with prior research. However, discrepancies with previous studies were acknowledged, suggesting avenues for further exploration.. Suggestions for future research include conducting studies with larger and more diverse samples, employing longitudinal designs to track evolving consumer behavior, and exploring additional variables such as pricing strategies and customer service.

Communicating about halal products to non-Muslim consumers – the role of fit and scepticism

ABSTRACT Globalization and migration have increased the Muslim population in many European countries and thereby the desire for products that meet religious needs. Several retailers have responded by offering halal products. Thereby, they also foster the inclusion of their Muslim customers as an act of corporate social responsibility (CSR). Yet, consumers are often sceptical regarding the motives of companies for CSR activities. This study addresses the question how the perceived fit between a company and its offering of halal products affects consumers’ cognitive and behavioural responses and how scepticism that the company offers halal products only for self-serving reasons impacts this effect. A total of 212 consumers in Austria completed an online survey. The results suggest that company-halal fit is a key factor in determining how consumers respond to a retail company’s initiative to offer halal food products. We found that a better perception of the company-halal fit results in a more favourable CSR image. This relationship is partially mediated by consumer scepticism about the company’s motives. Higher fit decreases scepticism about the company’s motives, while higher scepticism reduces the effect of company-halal fit on the CSR image. Moreover, results reveal a positive link between CSR image and word-of-mouth behaviour.

Determinants of customer-based brand equity on brand image: The moderating role of tourism management and advertisement

The hotel industry needs a clearly defined brand image in order to thrive and survive in a rapidly changing global market (Chi, 2016). This study strives to refine the determinants of customer-based brand equity (CBBE) that impact brand image and identify the moderating effect of tourism management and advertisement on the determinants and brand image in the context of the Bangladesh tourism industry. Data were collected through structured questionnaires from the selected four- and five-star hotel customers in Bangladesh and analysed using SmartPLS 2.0. It found that brand awareness, brand association, brand superiority, brand resonance and corporate social responsibility (CSR) were significant factors influencing brand image. CSR was the most significant among these five determinants, followed by brand superiority, brand association, brand awareness, and brand resonance. It was also explored that tourism management has a mediation effect on the degree of relationship between brand superiority and brand image, and brand resonance and brand image. Alternatively, the degree of advertisement affects the extent of the relationship between brand awareness and brand image, brand association and brand image, CSR and brand image. The tourism industry can utilize the findings of this study to enhance its marketing and branding strategies.

The Moderating Effect of Dividend Policy on Corporate Image of Corporate Social Responsibility on Financial Performance

The Moderating Effect of Dividend Policy on Corporate Image of Corporate Social Responsibility on Financial Performance

Punishing the good? How to minimize an unfair CSR-washing label

Many businesses engage genuinely in corporate social responsibility (CSR). But others engage in CSR-washing: using social concerns for financial gain and the distortion of internal practices to project the image of CSR to stakeholders. Unfair CSR-washing happens when a company is accused of being a CSR-washer despite having made significant and genuine efforts to address social or environmental issues. CSR-washing harms firms’ reputations, resulting in the loss of consumer and stakeholder trust and even in potential lawsuits, depending on the type and severity of the behavior. We offer four interconnected, evidence-based recommendations to minimize a business’s unfair perception as a CSR-washer: (1) integrate CSR into core activities rather than peripheral activities, (2) adopt a bottom-up approach to CSR, (3) develop an integrative performance-management/CSR system, and (4) develop an effective CSR communication strategy. We also offer specific implementation guidelines for each recommendation. Implementing these evidence-based practices will help organizations plan, execute, and monitor their CSR initiatives while remaining authentic and minimizing the chance of being labeled as CSR-washers.

Unveiling green synergies: sustainable performance through human resource management, CSR, and corporate image under a mediated moderation framework.

In the twenty-first century, the surge in natural resource consumption and climate change has necessitated stringent measures to ensure ecological integrity and corporate sustainability. Organizations are increasingly adopting green practices, including green human resource management (HRM), green corporate social responsibility (CSR), and the promotion of green firms' image. These strategies are central to fostering sustainable performance and responsible environmental stewardship. These constructs have also elevated consumers' satisfaction and trust in firms' ecological practices. This study employs a quantitative research approach and utilizes convenient sampling methods to explore the ecosystem within the hospitality sector of China. A survey was conducted among middle- and senior-level managers working in top 3-, 4-, and 5-star hotels. The study results demonstrate that green notions are the key to a corporate's sustainable performance. The study reveals that firms' eco-friendly motive ensures the greening of the hotel industry due to their eco-friendly motive. Therefore, companies should be responsible for the environment. They should ensure the implementation of green sustainable practices toward achieving corporate performance.

What claims best convey the quality of retailers' standard private label products?

PurposeConsumers consider retailers' standard private labels (PLs) as relevant choices, compared to national brands (NBs), and their demand for private label products has increased significantly over the past decade. At the same time, PLs have undergone a profound transformation as retailers have enhanced their quality. The goal of this research is to investigate the impact of claims used to highlight the enhanced quality of standard PL products on consumers' perceptions and behaviours.Design/methodology/approachA between-subjects experiment, set in a store laboratory, was used to study consumers' perceptions and behaviours. The impact of six non-nutrition claims – linked, according to the self-other trade-off, either to concern for consumers' health (internal to the self) or for the environment (external to the self) – on consumers' reactions has been studied. Then, the data collected were analysed with partial least squares structural equation modelling (PLS-SEM).FindingsThis research indicates that health claims retailers make to echo consumers' own concerns have positive impacts at three basic levels: the brand, the retail chain and the store. It also highlights the central role of trust in standard PLs, which, once activated by the non-nutrition claims made by retailers and the increase in the quality of standard PLs thus inferred by consumers, can improve consumers' attitude toward the food retailers' stores and reinforce their intentions to visit again and recommend them.Research limitations/implicationsFrom a theoretical perspective, this research supplements cue utilisation theory as it applies this framework to standard PLs and establishes that consumers use extrinsic cues (i.e. communications on non-nutrition claims) to infer the quality of standard PL brand products. It also complements scant studies on retailers' corporate social responsibility (CSR) with quality aspects of their own labels as it specifies the levers (i.e. the claims) to use to improve retailers' CSR image and consumers' behaviours.Practical implicationsFrom a managerial perspective, this research highlights the superiority of retailers' claims related to consumer health and, more specifically, of claims highlighting the natural origin of ingredients. For this specific assertion, trust in the standard PL and the CSR image of the brand have direct and indirect impacts, via attitude toward the stores, on consumers' intentions to return to and to recommend these stores.Originality/valueDespite the increasing importance of products as effective tools for communicating companies' CSR policies, scant research has been conducted on consumers' reactions to non-nutrition claims, which are increasingly prominent in the marketplace.

CSR disclosure and state ownership: implications for earnings management and market value

PurposeThis paper explores the relationship between earnings management and firms' value through the moderating effect of the missing elements – corporate social responsibility (CSR) disclosure and state ownership in Russian companies. The main argument of the paper is that CSR disclosure can be used as a mitigating mechanism to weaken the negative relationship between earnings manipulation and market value. Additionally test whether state ownership is an important moderating factor in this relationship are conducted as state has always played an important role in the emerging Russian market.Design/methodology/approachThe hypotheses are tested on panel data for 223 publicly listed Russian firms for the period 2012–2018. A number of robustness tests are used to check the obtained results for consistency. Following previous research GMM method is employed to address endogeneity concerns.FindingsSupported by stakeholder theory, it is observed that firms that disclosed more CSR information experience a weaker negative relationship between earnings management and market value because investors and other stakeholders positively evaluate a positive CSR image. This negative effect of earnings management on market value is even weaker for state-owned companies as market participants appreciate involvement of state-owned companies in CSR activities and place greater expectations on these firms to be responsible without clear understanding whether these actions are “window dressing” for this type of companies or not.Originality/valueThe study results provide new insights into the relation between earnings management, firm's value, CSR disclosure and state ownership in emerging-market firms. The paper highlight the importance of considering country-specific factors, such as state ownership, while analysing the market reaction on CSR disclosure and earnings management since the institutional peculiarities may help to explain differences in the obtained results.

CSR Influence on Brand Image and Consumer Word of Mouth: Mediating Role of Brand Trust

The current study aims to empirically explore consumer perceptions of corporate social responsibility (CSR) programs and their effects on brand image, brand trust, and positive consumer word of mouth in the context of Indian banking. A non-random sample technique was used, and 328 valid responses were obtained for the study. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to analyze the proposed model. According to the study’s findings, consumer perception of CSR positively, significantly, and directly affects brand trust. In the association between CSR and brand image and consumer word of mouth, brand trust has a partial mediating effect. By identifying links between CSR, brand image, and word of mouth by using consumer trust as a crucial mediator, this study aims to advance existing knowledge. As a result, this research adds to the body of CSR literature and investigates CSR’s various implications for marketing outcomes.

Influence of Corporate Social Responsibility on Brand Image of Commercial Banks

Corporate Social Responsibility (CSR) has been a strategy of banks to respond to the society in which they operate activities so that they can enhance their brand image. It encourages banks to make a positive contribution to the society. A good image of a bank is an asset because it has positive impact on its customers’ perception and preference about the bank. There are few empirical investigations that relate CSR and brand image in Nepalese banks. For this reason, the purpose of the study is to explore the relationship between economic, legal, ethical and philanthropic responsibility on brand image of Nepalese commercial banks. Quantitative research approach was followed for the purpose. Data was collected from 210 valid questionnaires received from respondents met around Kirtipur. The responses were analyzed using SPSS 25 version. The findings revealed that there is a significant and positive influence of economic, legal, ethical and philanthropic responsibility on brand image of Nepalese commercial banks. The result of this study can be used by CEOs and marketing executives to develop strategies that make use of CSR as a strategy for building brand image.

Trust in Corporate Image and Its Impact on Customers' Loyalty

Customer loyalty plays an important role in Industrial production and service. This banking industry is an industry based on the principle of trust (agent of trust), so it is necessary to create an image first so that prospective customers grow trust in our company first. The phenomenon that occurs in the field today seems to be starting to show a decline in customers due to several current economic conditions, customers who often use credit are starting to decline but prefer to switch to savings products even though the credit process is easy and fast, competing with commercial banks. Research objectives (1) to analyze the effect of corporate ability image and corporate social responsibility image on trust; (2) Analyzing the influence of corporate ability image and corporate social responsibility image on loyalty; (3) Analyzing the influence of corporate ability image and corporate social responsibility image on loyalty through trust; (4) Analyzing the effect of trust on loyalty. The research method is descriptive quantitative method. The sampling method used in this study is Accidental Sampling, which is a sampling technique carried out by appointing anyone or by chance provided that they have used a product from a BPR. Corporate ability image has a positive and significant impact on customer trust. Corporate Social Responsibility Image has a positive and significant influence on customer trust. Corporate Ability Image affects customer loyalty through trust. Corporate Social Responsibility Image affects customer loyalty through trust affects customer loyalty. Trust has a significant influence on customer loyalty.

The impact of product image, CSR and green marketing in organic food purchase intention: Mediation roles of corporate reputation

Recent research has focused mainly on the impact of corporate social responsibility (CSR). However, few studies have examined the impact of CSR and corporate image on organic food consumption, particularly in developing nations. This study explores the effect of corporate social responsibility on consumers’ intention to purchase organic food in Thailand. This research paper conducts quantitative analysis using a questionnaire that sampled 523 Thai consumers. To examine the effects of the product image and corporate reputation for corporations that implement corporate social responsibility programs on consumer decision-making, a structural equation model is applied. The results supported that product image and corporate image/reputation were the crucial factors influencing Thai consumers’ perspectives and purchase intentions. This research contributes to guiding corporations in applying the findings to build their company image and corporate social responsibility (CSR) toward enterprises. The current study demonstrates how green knowledge and environmental concerns assist firms and contribute to achieving sustainable development goals, focusing on environmental elements. Data collection and generalization to other green consumers are limitations of this study.

The Influence of Bring Back Our Bottle Program on The Body Shop Indonesia Brand Image, Brand Trust, Brand Love and Brand Loyalty Salma Azzahra

Plastic waste causes global warming and environmental devastation. Changing individual and business viewpoints and lifestyles have increased environmental knowledge and concern. Many companies label their products with eco-labels and advertise their environmental friendliness. This includes a beauty business. The Body Shop is one of the players in the beauty industry which is famous as one of the well-known environmentally friendly brands. One of their Corporate Social Responsibility (CSR) program, Bring Back Our Bottle (BBOB) teaches consumers and the public to be responsible for plastic packaging to prevent environmental waste by encouraging them return empty packaging to the store. However, with the passage of time, more beauty brands have been established in Indonesia. Therefore, the BBOB program must be done effectively and efficiently in order for The Body Shop Indonesia to keep up and compete with other beauty brands. This study will examine how the BBOB program influenced the brand image, brand trust, brand love, and brand loyalty of The Body Shop Indonesia. To validate the hypothesis from the previous study and answer the research questions, a quantitative approach by online survey was conducted among 293 respondents of women and men in Indonesia who have used or buy The Body Shop product and have participated in BBOB program by returning empty packaging to the sore, and PLS-SEM was used to analyze the relationship between the variables. The result indicates that CSR has significant and positive influence towards brand image, brand image has significant and positive influence towards brand love and brand trust, and brand love and brand trust has significant and positive influence toward brand loyalty. However CSR and brand image does not have direct positive influence towards brand loyalty. The findings of this study will be useful to marketers since this study provides in-depth practical information on how CSR may enhance Brand Loyalty through Brand Image, Brand Love, and Brand Trust.

Are We All in This Together? CSR as a Marketing Strategy in Times of COVID-19 Crisis

How can we help? This study is to propose how companies can provide help through corporate social responsibility (CSR) marketing strategies in the time of COVID-19 crisis. More specifically, the purpose of this research is to explore the relative effects of three common types of CSR initiatives (philanthropic donation, purchase-triggered donation, and sponsorship-linked marketing) on consumer attitudes (CSR image and consumer identification) and responses (e-WOM and purchase intention) in different stages of COVID-19 pandemic. This research also proposes the moderating effects of COVID-19 related cause type (health and human service), contribution type (money and in-kind donations), and perceived severity of COVID-19 on the relative effectiveness of each CSR initiative. In doing so, this research implies possible practical directions for companies to determine their CSR marketing strategy as well as fills the research gap, especially in the time of COVID-19 or environmental turbulences.

Exploring a Relationship Between Stakeholder CSR and Corporate Image from a Developing Country

ABSTRACT This article focuses on stakeholder corporate social responsibility (CSR) to predict the corporate image (CI) of banking users in Myanmar. Each dimension of stakeholder CSR was applied from a consumer perspective. A structured questionnaire was used to collect data using convenience sampling. Five hundred and seventy-four valid responses were received from banking users and were analyzed using a structural equation model. The results showed a positive and significant relationship between CSR’s four dimensions: CSR targeted at social and non-social stakeholders, at customers, at employees, and at government and CI. CSR targeted at customers was most influential on CI, while CSR targeted at social and non-social stakeholders was the least influential. These results should be used by banks to effectively design and implement CI through application of the stakeholder CSR model. Keywords: Corporate social responsibility, Corporate image, Stakeholder.

CSR Image and Customer Satisfaction: The Mediating Role of Customer Trust and Customer Loyalty

Purpose: This study aims to examine the impact of Corporate Social Responsibility (CSR) image on customer satisfaction in the context of the banking sector of Pakistan. Further, the intervening role of customer trust and customer loyalty in the relationship between CSR image and customer satisfaction is also examined.
 Design/Methodology/Approach: Present research is quantitative in nature and collects the data through structured questionnaires. By employing the Smart PLS technique to test the proposed hypothesis.
 Findings: This study reveals the following salient findings: 1) the response of CSR image to customer satisfaction is positive (p<0.01); 2) customer trust and customer loyalty both significantly mediates the impact of CSR image on customer satisfaction.
 Implications/Originality/Value: Based on novel findings, the current study will help the organizations to realize the significance of CSR practices to enhance the customers’ satisfaction level.

Integrating corporate image of corporate social responsibility, stock price crash risk and profitability into a dynamic corporate sustainability performance measurement

Integrating corporate image of corporate social responsibility, stock price crash risk and profitability into a dynamic corporate sustainability performance measurement

The Role of Corporate Social Responsibility and Corporate Image in Times of Crisis: The Mediating Role of Customer Trust.

The purpose of this research is to empirically examine relationships between a multi-dimensional set of corporate social responsibility (CSR) initiatives, numerous dimensions of customer trust, and corporate image in an emerging economy. It also analyzes the mediating effect of customer trust on the relationship between CSR and corporate image. This study focuses on two of the most well-known hotel chains situated in Pakistan. Close-ended, self-administered questionnaires were circulated amongst a total of 300 hotel customers. The research data was analyzed using a partial least square-structural equation modeling (PLS-SEM) model. The results revealed that economic, legal, and ethical CSR significantly impacted corporate image, while philanthropic CSR did not affect the corporate image. However, economic, legal, and philanthropic CSRs were found to be in a significant relationship with customer trust, while ethical CSR was not in a significant relationship with customer trust. Finally, customer trust fully mediated the relationship between economic and legal CSR with corporate image, whereas it partially mediated the relationship between ethical and philanthropic CSR. This study is unique from earlier CSR research based on an assessment of the connection between CSR dimensions and corporate image to examine customers’ trust in an emerging economy, especially in times of crisis.

The impact of corporate social responsibility on corporate image in the construction industry: a case of SMEs in Egypt

ABSTRACT The current study explores Corporate Image (CI) for companies as one of the primary measures of competitive advantage. Hence CI has been considered the dependent variable to test whether Corporate Social Responsibility (CSR) practices could affect CI in SMEs. This research focuses on the construction industry in Egypt due to the limited availability of studies investigating CSR and corporate image. The authors performed a regression analysis to assess CSR's effect on CI in Egyptian construction companies. The results revealed that Egyptian SMEs in the construction industry implemented most of the CSR practices included in ISO 26000, and those practices positively impact the companies’ corporate image. The results of the study are in line with the literature and theory of both CSR and CI.

Kurumsal Sosyal Sorumluluk, Tüketici-Firma Özdeşleşmesi, Marka Prestiji ve Satın Alma Niyeti Arasındaki İlişki

Bu makale, kurumsal sosyal sorumluluk, tuketici-firma ozdeslesmesi, marka prestiji ve satin alma niyeti arasindaki iliskiyi analiz etmektedir. Arastirma kisminda toplamda 270 tuketici uzerinde anket uygulanmistir. Elde edilen bulgulara gore ku - rumsal sosyal sorumluluk imajinin, marka prestiji ve tuketici-firma ozdeslesmesi uzerinde pozitif etkisi vardir. Marka presti - ji, tuketici-firma ozdeslesmesini pozitif olarak etkilemektedir. Tuketici-firma ozdeslesmesi ise satin alma davranisini olumlu olarak etkilemektedir. Tuketici-firma ozdeslesmesi ayni zamanda kurumsal sosyal sorumluluk imajinin tuketicilerin satin alma niyetine olan etkisini yonlendirmektedir. Bu sonuc gostermektedir ki kurumsal sosyal sorumluluk imaji tuketicilerin firma ile ozdeslesmesini saglamakta ve bu da satin alma niyetine olumlu yansimaktadir.