Legal Corporate Social Responsibility Research Articles

Attitudes of the General Public towards Corporate Social Responsibility in Nepal: The Influence of Gender and Generation

Background: Despite the increasing concerns about corporate social responsibility (CSR) among academicians and corporate managers, there is a lack of studies regarding the general public's attitudes towards CSR in Nepal. No previous studies in the Nepalese context have examined the influence of demographic factors, including gender and generation, on attitudes toward CSR. Objectives: The paper aims to identify the general public's attitudes towards CSR in Nepal and examine the differences in attitudes toward CSR by gender and generation. Methods: The study employed a questionnaire survey method by taking a sample of 212 general public, including males and females from Generation X, Generation Y, and Generation Z. Descriptive statistics, one-way-ANOVA, and t-tests were used to analyse the collected data. Results: Although the general public of Nepal demonstrates above-average agreement on the four different business responsibilities towards society, they believe that the philanthropic responsibility of business is most important, followed by legal, economic, and ethical responsibilities. The t-tests and One-Way ANOVA tests show no statistically significant differences in attitudes toward CSR based on gender and generation, indicating that the demographic factors do not significantly influence participants' attitudes towards economic, legal, ethical, and philanthropic responsibilities of business towards society. Conclusion: The results show that Nepal's general public perceives philanthropic responsibilities as the most important. The findings also indicate that gender and generation do not influence people's attitudes towards CSR. Implications: The results suggest that business organisations in Nepal should consider all economic, legal, ethical, and philanthropic responsibilities while designing and implementing CSR strategies to get favourable evaluations of their CSR practices from the general public regardless of gender and generation. However, philanthropic and legal CSR can be given more priority over economic and ethical CSR. Paper Type: Research paper JEL Classification: M14

Attitudes of the General Public towards Corporate Social Responsibility in Nepal: The Influence of Gender and Generation

Background: Despite the increasing concerns about corporate social responsibility (CSR) among academicians and corporate managers, there is a lack of studies regarding the general public's attitudes towards CSR in Nepal. No previous studies in the Nepalese context have examined the influence of demographic factors, including gender and generation, on attitudes toward CSR. Objectives: The paper aims to identify the general public's attitudes towards CSR in Nepal and examine the differences in attitudes toward CSR by gender and generation. Methods: The study employed a questionnaire survey method by taking a sample of 212 general public, including males and females from Generation X, Generation Y, and Generation Z. Descriptive statistics, one-way-ANOVA, and t-tests were used to analyse the collected data. Results: Although the general public of Nepal demonstrates above-average agreement on the four different business responsibilities towards society, they believe that the philanthropic responsibility of business is most important, followed by legal, economic, and ethical responsibilities. The t-tests and One-Way ANOVA tests show no statistically significant differences in attitudes toward CSR based on gender and generation, indicating that the demographic factors do not significantly influence participants' attitudes towards economic, legal, ethical, and philanthropic responsibilities of business towards society. Conclusion: The results show that Nepal's general public perceives philanthropic responsibilities as the most important. The findings also indicate that gender and generation do not influence people's attitudes towards CSR. Implications: The results suggest that business organisations in Nepal should consider all economic, legal, ethical, and philanthropic responsibilities while designing and implementing CSR strategies to get favourable evaluations of their CSR practices from the general public regardless of gender and generation. However, philanthropic and legal CSR can be given more priority over economic and ethical CSR. Paper Type: Research paper JEL Classification: M14

Corporate Social Responsibility Investment by Public Sector Organisations: A Systematic Literature Review

Corporate Social Responsibility (CSR) has gained prominence in business studies due to the increasing awareness of its importance to firms and stakeholders. Unlike previous CSR studies, which mostly focused on private sector organizations, this study systematically reviews CSR investment by public sector organizations. The objectives include identifying empirically tested CSR dimensions, theories mostly applied in public sector organization CSR studies, theories mostly applied, the industries in which CSR-public sector studies were conducted, and areas suggested for further studies. Findings reveal that social and legal CSR dimensions were the most single-focused dimensions in CSR-public sector studies, with limited attention to economic or environmental CSR as a single dimension. However, social and environmental dimensions rank highly in terms of combined dimensions. The findings also indicate that 78% of the reviewed empirical studies adopted stakeholder theory to explain CSR investment by public sector organizations. On industrial focuses, 54% of the reviewed studies focused on more than one industry. It was also revealed that the manufacturing industry was the most investigated, while water and construction were among the least investigated sectors. Further research was suggested in understanding the impact of CSR investment on firm performance, factors influence CSR investment, use of large sample size, use of different industries and geographical areas, and the trend on CSR investment by organizations. This study contributes to the body of knowledge by establishing research gaps for future CSR investment studies in public sector organisations.

Intrinsic drivers of the reputation for CSR: a cognitive analysis of consumer expectations

PurposeThe appraisal of corporate reputation based on third-party corporate social responsibility (CSR) indices appears to have been institutionalized. The endorsement of such an approach by sustainability custodians and influencers undermines the uptake of the morality and legitimacy of CSR. This study takes a social realist perspective, which suggests that social phenomena such as CSR and corporate reputation are shaped by social structures and power relations. This study aims to contribute to a deeper understanding of the complex relationship between CSR and corporate reputation and understand ways in which the constructs are influenced by cognitive factors.Design/methodology/approachThis study surveyed 411 respondents across five shopping malls and analyzed the data using path analysis of the structural equation modeling (SEM) technique. The mall-intercept survey sought to critically assess expectations of CSR vis-à-vis evaluation of corporate reputation. Based on a case study of three Johannesburg Stock Exchange listed companies, CSR expectations were measured along the philanthropic, economic, ethical and legal dimensions, while evaluation of corporate reputation was based on product quality, financial performance and social responsibility. SEM path analysis was used to extrapolate the predictive outcomes of CSR on corporate reputation.FindingsReputation for product quality and social responsibility is underpinned by the fulfillment of ethical CSR expectations, while philanthropic gestures enhance the evaluation of financial performance. Legal CSR significantly influences the reputation for social responsibility and product quality. Fulfillment of economic CSR expectations influences the reputation for product quality. However, no relationship was established between economic performance and social responsibility. Involvement in economic, philanthropic and particularly, legal CSR, are not indicative of the reputation for financial performance. Conversely, companies’ involvement in economic CSR does not suggest a higher propensity for social responsibility.Research limitations/implicationsThe predictive outcomes of CSR expectations on corporate reputation can reveal situated understanding of actual perceptions of corporate behavior.Practical implicationsEthical business conduct is synonymously associated with social responsibility while espoused corporate philanthropy signals strong financial performance. The awareness of consumers’ cognitive evaluation of corporate reputation can offer a pathway to corporate communication professionals, policy makers and agencies to rethink and reposition CSR efforts.Social implicationsInsensitivity to taken-for-granted cultural prescriptions and reliance on market-based reputational rankings undermine mutually beneficial stakeholder relationships and the social license to operate.Originality/valueThis study brings to the fore, cognitively dominated indicators of consumers’ perceptions of the reputation for CSR, to foster nuanced and halo-removed approaches to social responsibility. The authors show for the first time how companies’ skewed focus on corporate philanthropic giving paradoxically signals a capitalistic notion of social responsibility and unethical business conduct. This study offers a halo-removed orientation to the appraisal of CSR and corporate reputation.

Effect of CSR activities on customers’ purchase intention: The mediating role of trust

Corporate social responsibility (CSR) is the belief that businesses must consider ethical, social, and environmental issues when making decisions. Several studies have found that CSR improves corporate performance. Moreover, CSR is thought to increase consumer trust and purchase intention. This study investigates the effect of CSR activities on customers’ purchase intentions and the mediating role of trust. It draws linkages and establishes that businesses can improve their bottom lines while positively affecting society by acting responsibly.The present study selected two independent variables (ethical corporate social responsibility and legal corporate social responsibility) alongside one dependent variable (purchase intention) and one intervening variable (trust). The sample comprises two hundred and thirty respondents from India’s National Capital Region (NCR), Delhi, and nearby regions. The data were examined using structural equation modeling (SEM). The results showed that CSR activities significantly positively affected customers’ purchase intention. Furthermore, trust mediated the linkages between CSR activities and customers’ purchase intention. The findings suggest that CSR activities can increase customers’ purchase intention by fostering trust. In other words, when customers trust a firm, they are more likely to intend to purchase its products or services. CSR managers should therefore focus on creating and maintaining trust with their customers. In addition, findings suggest that firms should be conscious of their social image. This study offers significant insights because they show that any business can be successful and socially responsible. Acknowledgment This study is supported via funding from Prince Sattam bin Abdulaziz University project number (PSAU/2023/R/1444).

Corporate social responsibility pyramid in Ethiopia: A mixed study on approaches and practices

This paper examines CSR approaches and practices of local firms in Ethiopia, where the state is still a key player in business life. Moreover, it assesses at which stage Ethiopian CSR is. This mixed-method study includes quantitative analysis through SPSS and qualitative content analysis. A revised CSR practices scale has been conducted on owners/managers and employees of 100 local companies in Ethiopia. Besides, the companies' official websites have been thoroughly reviewed using five variables to understand their CSR approaches and practices better. The findings reveal that Ethiopian companies practice CSR though it is at the stage of fragmented CSR and the priorities differ from the global trend. Most respondent companies generally have excellent legal practices and CSR practices toward employees and customers. However, philanthropy, social sustainability, and management of CSR are remarkably at a mediocre level. Content analysis shows similarity with the results of quantitative study, to the exclusion of philanthropy. Notably, the hierarchy derived from our research varies also with Visser's CSR model.

Corporate Social Responsibility, Benefits beyond Legitimacy: A Symbiotic Framework

The 21st-century social and political environment has continued to evolve and heightens the demand for organisations to provide accountability for the sustainability operations of their businesses. Accordingly, organisations are committing to diverse strategic efforts to provide disclosures on their social and environmental actions to the society and environment where they operate. Corporate social responsibility (CSR) has received support and criticism since its emergence in the corporate realm. This paper aims to portray CSR as beyond mere symbolic legitimacy and propose a corporate-society symbiotic existential framework. The research approach is a critical literature analysis and conceptual framework development. The results show that the corporate and the society co-exist in a reciprocal relationship. Thus, the implication is that some CSR may be more than symbolic legitimacy with potential benefits derivable from committed transparent and pragmatic CSR, which can encourage companies to shift away from symbolic CSR tendencies. The paper recommends the need for organisations to operationalise CSR practices and policy as this has a propensity to enhance corporate legitimate standing, which will assist in reducing business risks and enhance the potential for profit in the long run. In addition, this discourse may be helpful for business schools in their academic studies about CSR and legitimacy theory and would also assist in CSR regulatory initiatives. The value of the paper hinges on the proposed novel framework for corporate-society symbiotic existence, which provides an agenda for future research study and expansion therein. This framework may lead to multiples of modelling in future CSR and corporate governance studies and may also assist in narrowing the gap between legal and normative CSR.

Comparison of Existing Legal Framework of Corporate Social Responsibility for Banks in Malaysia and United Kingdom

The concept of Corporate Social Responsibility (CSR) is not new in the corporate world. Many researchers and academics have developed their own definitions of CSR over time. Since the 1950s, academics and researchers have been unable to agree on a single, accepted definition of CSR. Companies throughout the world are dealing with a variety of issues related to their new position, which is to fulfil the requirements of the contemporary generation in an ethical manner. Undoubtedly, CSR an innovative idea in Malaysia increases the significance of CSR for banks in Malaysia. The researchers will try to determine about the existing legal framework of Corporate Social Responsibility for banks in Malaysia and United Kingdom (UK) by making a comparison of the legal framework between two countries and seeks recommendations for improvement of existing legal framework of CSR for banks in Malaysia.To achieve that, we will try to will try to determine the existing legal framework of Corporate Social Responsibility for banks in Malaysia and United Kingdom and will try to find possible deficiencies in the legal frame CSR for banks in Malaysia. Additionally, it is important to consider the CSR legal framework for banks in UK. The study will attempt to look out for pertinent laws, rules, regulations, and recommendations in the local and international legal frameworks of CSR for banks in UK and Malaysia.

Corporate Social Responsibility and Employee Engagement: Evidence from Textile Industry

The aim of this study is to check impact of corporate social responsibility on employee engagement in textile industry of Sindh, Pakistan. Primary data gathered on printed questionnaire, total 230 questionnaire distributed out of them only 200 used for hypothesis testing after data cleaning process. Structural equation modelling is applied on gathered data in Smart PLS version 3. Findings, suggested two hypothesis the legal CSR and ethical CSR are found to have positive and significant impact on employee engagement in textile industry of Sindh, Pakistan. However, ethical CSR has more significant impact due to higher beta value in research model 1. Philanthropic CSR has insignificant impact in this study. These results highly supported for both concepts the CSR and employee engagement in textile industry of Sindh, Pakistan and this is how we can save the environment and increase employee engagement in better way.

The mediating role of organizational identification between corporate social responsibility dimensions and employee opportunistic behavior: Evidence from symmetric and asymmetric approach triangulation

ABSTRACT Hospitality studies on corporate social responsibility (CSR) have largely examined its role in stimulating positive behaviors but overlooked its role in preventing negative behaviors among employees. Drawing from social identity theory, the present study addresses this gap by investigating four CSR dimensions’ impact on employee opportunistic behavior. The joint use of covariance-based structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) supported examining the research model. Using two-wave data from 281 U.S. hospitality employees, SEM findings reveal that legal and philanthropic dimensions of CSR serve as a valuable shield against opportunistic behavior. Moreover, organizational identification (OI) fully mediates the effects of economic, legal, and ethical CSR on opportunistic behavior, whereas philanthropic CSR exerts no effect through OI. This study advances CSR studies by examining the CSR–opportunistic behavior nexus using combined symmetric and asymmetric approaches. FsQCA findings make a methodological contribution to the net effects of CSR, by determining two configurations that explain opportunistic behavior.

Corporate social responsibility and green behaviour: Towards sustainable food‐business development

AbstractLiterature in the field of corporate social responsibility (CSR) has mainly focused on customers, particularly on their loyalty, behavioural intent and satisfaction. That is, the effectiveness of CSR dimensions has been less considered by scholars. Hence, this research strives to explore the effect of CSR dimensions on the green behaviour among employees of food businesses in Iran. In this vein, the mediating role of green trust and the moderating role of gender in the relationship between the CSR dimensions and the green behaviour of employees have been investigated. The samples of this research included 415 employees of food businesses and companies in Iran. The findings reveal that the CSR dimensions (economic CSR, ethical CSR and philanthropic CSR) directly and indirectly—through the mediating variable of green trust—played an important role in shaping the green behaviour of employees. In this study, the direct and indirect effects of legal CSR on green behaviour among employees were not confirmed. Furthermore, the results represent that the gender variable moderates the effect of the CSR dimensions on the green behaviour of employees, highlighting that economic CSR and ethical CSR played a prominent role in shaping the green behaviour of respectively males and females. In addition, the theoretical and practical implications of the research discussed the impact of green behaviour on producing environmentally friendly products in order to sustainable development in the food business.

THE IMPACT OF EMPLOYEE CORPORATE SOCIAL RESPONSIBILITY ATTITUDES ON JOB SATISFACTION AND ORGANIZATIONAL COMMITMENT: EVIDENCE FROM SRI LANKAN INSURANCE INDUSTRY

The purpose of this study was to highlight the employees’ CSR attitudes and their impact on job satisfaction and organizational commitment using the evidence from the employees in the Sri Lankan insurance industry. Economic, ethical, legal, and discretionary responsibility for employee job satisfaction and organizational commitment were considered as the study variables. Primary data was collected using a convenient sample method by distributing a questionnaire among 200 employees in five selected insurance companies in Sri Lanka. The study findings revealed that corporate social responsibility attitudes variables namely ethical and discretionary CSR attitudes have a positive relationship and significant impact on job satisfaction and organizational commitment. Economic responsibility attitudes have a significant impact on job satisfaction and have no significant impact on organizational commitment. Legal CSR attitudes have no significant impact on job satisfaction and organizational commitment. The findings of this study contribute to finding out the impact of employee CSR attitudes on job satisfaction and organizational commitment in employees in the Sri Lankan insurance industry and findings can be used for employers to take a better decisions.

Gaining legitimacy and host market acceptance: a CRM analysis for foreign subsidiaries in China

PurposeBuilding on the scant literature on how foreign subsidiaries strategize Cause-Related-Marketing (CRM) to gain legitimacy and acceptance in host markets, this paper investigated the impact of two CRM components (post-crisis recovery, CSR activities) on subsidiary performance and future opportunities in China, a country whose institutional development lags behind its economic achievements. The study also investigated the moderating effects of strategic mindset and subsidiary empowerment on CRM effects, issues highly relevant to MNCs and their subsidiaries.Design/methodology/approachTo minimize common method variance, the study adopted a multi-informant firm executive survey design that included responses from a director and a manager from 230 foreign subsidiaries operating in China. The director-level respondents assessed Firm Competences, Organizational Ties, Subsidiary Performance and Future Opportunities. The manager-level respondents assessed CSR activities (Legal, Ethical and Philanthropic CSR) and other operational measures.FindingsThe two CRM components affected Subsidiary Performance (sales, shares and profit) and Future Opportunities in different ways as postulated by legitimacy theory. While Post-crisis Recovery enhanced Subsidiary Performance (sales), it could not enhance Future Opportunities by itself unless the subsidiary received headquarters empowerment. Interestingly, only Ethical and Philanthropic CSR activities with enhancement from Strategic Mindset mattered to Future Opportunities.Originality/valueThe research unfolded key elements in how foreign subsidiaries planned CRM strategies to gain legitimacy and acceptance in a host market with less-developed institutions, thereby addressing a gap in the literature. It also showed how firms internalize CRM and became receptive to social sentiments of a significant host market.

The Impact of Corporate Social Responsibility Performance on Competitive Advantage and Business Success

This study investigates how types of corporate social responsibility (CSR) practices (economic, legal, ethical, philanthropic, and environmental) affect competitive advantage and business success in an emerging country. Data were collected by surveying 869 respondents from manufacturing, real estate, trade, and service sectors. The data analysis applied partial least square structural equation modeling. The results showed that ethical, legal, and philanthropic CSR initiatives have a positive effect on competitive advantage. Economic CSR practice is the only factor that affected both competitive advantage and business success. The competitive advantage also directly affected business success. Environmental CSR practice did not show a significant relationship with competitive advantage or business success. The findings of this study may be beneficial in informing managers’ decisions on CSR investment to gain competitive advantage, and in turn, business success in a developing context.

Implementation of Corporate Social Responsibility Strategy to Enhance Firm Reputation and Competitive Advantage

Corporate social responsibility (CSR) is an important strategy for firms to gain a positive reputation. This study aims to identify the mediating role of firm reputation on the relationships of CSR dimensions (economic, legal, ethical, philanthropic and environmental) and competitive advantage, and how a firm directly gains competitive advantage through CSR implementation. Data were collected by surveying 869 managers, as representatives of small and medium enterprises, and large enterprises, in the trade and service, real estate and manufacturing sectors in Vietnam. Then, SmartPLS 3.0 software and the partial least squares structural equation modelling method were used to process the data and test the hypotheses. The empirical results are impactful and enhance the existing literature on strategic management. The results show that implementing environmental, ethical, philanthropic and legal CSR activities contribute positively to increase the firm reputation and thus generating competitive advantage. The findings indicate that the implementation of economic CSR activities does not enable firms to gain a reputation. In contrast, active involvement in environmental CSR activities results in building firm reputation, thereby creating a source of competitive advantage for firms. The study provides guidelines for top-level management to adjust their CSR strategies more effectively to improve reputation and competitive advantage.

CSR practices and creativity during COVID-19 pandemic in the emerging market: investigating the mediating effect of affective commitment

PurposeThis study aims to explore how corporate social responsibility (CSR) dimensions (i.e. economic; legal; ethical; philanthropic) foster employee creativity during the COVID-19 pandemic. Specifically, an attempt is made to investigate the mediating role of affective commitment to explain the above linkage.Design/methodology/approachThe survey data were collected from 167 employees in the emerging market of Saudi Arabia. The data was analysed using PLS-SEM for frequency, reliability, confirmatory factor analyses and structural equation modelling.FindingsThe CSR dimensions, particularly the ethical and philanthropic dimensions, showed both direct and indirect effects on the creativity behaviour of employees during the COVID-19 pandemic. Moreover, affective commitment mediated the relationship between the legal, ethical and philanthropic CSR dimensions and creativity behaviour.Originality/valueThis study enriches previous CSR empirical research and adds to current literature focused on the determinants of CSR dimensions' effectiveness; particularly, the research is set in a challenging scenario characterized by the pandemic. So, this paper extends previous studies by investigating under which key conditions CSR dimensions are most effective, in particular in two main directions. First, it contributes to the CSR literature by determining how various CSR dimensions influence creativity behaviour during a pandemic. Pandemics are events that occur regularly, and the COVID-19 pandemic, in particular, offers the opportunity to explore its effects on employees' behaviours in the current context. Second, the study's mediation findings contribute to new empirical evidence which suggests that affective commitment has a positive effect on the CSR dimensions of employee creativity behaviour during a pandemic in an emerging market.

Corporate social responsibility and employee attitudes: The moderating role of employee age

AbstractThis study examines the role of corporate social responsibility (CSR) on employee engagement and job satisfaction. Using 322 responses from employees of selected companies in Ghana, and employing hierarchical regression analysis, the study examines the direct impact of economic, legal, ethical and discretionary CSR practices on employee satisfaction and engagement in organisations. The study further explores the moderating role of employee age on the relationship between CSR and employee engagement and satisfaction. The results provide evidence that economic, legal, ethical and discretionary CSR practices influence higher employee engagement and satisfaction levels at work. However, the study finds no evidence of employee age moderating the association between each of the four CSR dimensions and employee job attitudes (engagement and satisfaction). These findings are insightful and provide a response to calls for research on these issues. The study contributes to the literature by demonstrating that ethical CSR practices strongly influence employees' satisfaction and engagement levels; legal and discretionary CSR activities also have an influence, though to a lesser extent; and the economic dimension of CSR activities has the least impact. The managerial, practical and further research implications of these findings are discussed.

Corporate social responsibility as an effective promotional tool for the Malaysian halal certified companies in the era of Covid-19

PurposeThis paper aims to intend to ascertain whether corporate social responsibility (CSR) can serve as an effective promotional tool for the Malaysian halal certified companies in the era of Covid-19 pandemic. Starting from being nice to do, the emergence of the Covid-19 pandemic has brought CSR to the forefront of businesses, forcing them to rapidly shift from profit maximisation to business preservation. Thus, it is practically crucial to ascertain whether CSR could be effectively used to promote halal brands in this era.Design/methodology/approachTo achieve the stated aim, a survey questionnaire was developed and used to collect data from 295 participants who are familiar with the concepts of CSR and halal in Malaysia. The data collected were analysed using both descriptive and inferential statistics.FindingsThe findings reveal that the commitment to halal best practices, zakat and charitable donations, environmental responsibility, employee welfare and responsible dealings with clients are the most important CSR activities that can promote halal certified companies in the era of Covid-19. Whilst there is a positive relationship between halal economic responsibility and CSR as a promotional tool, such relationship is not significant. Nevertheless, the relationship between legal responsibility and CSR as a promotional tool is negative and insignificant.Research limitations/implicationsLimitations are inevitable in any study where a convenient sampling technique is used. Respondents from Klang Valley in Malaysia make up a large proportion of the study’s sample. This may consequently limit the generalisability of the findings of this study. Hence, future research should adequately collect data from other cities in Malaysia. Moreover, this paper does not differentiate between perceptions of Muslims and non-Muslims or between male and female; this might have an effect, as Muslims are likely to favour most of the items in the questionnaire used to collect data for this study. Thus, future research may collect sufficient data to shed more light on this issue.Originality/valueThe researchers have revealed that CSR is an effective promotional tool for the Malaysian halal certified companies in the era of Covid-19 pandemic. Study of this nature is rare in academic literature.

Struggling With Business Corporate Cynical Impression? Powerful Methods of CSR to Enhance Corporate Image and Consumer Purchase Intention.

This study focuses on the perception of Chinese students about the image of the company and their purchase intention if the organization has a business cynical impression in the minds of its targeted customers. The study proposed three different types of corporate social responsibility (CSR) to cope up with the organizational cynical impression. These types are Economic and Legal CSR, Philanthropic CSR, and Ethical CSR. The main objective of this study is to determine which CSR type is better to reduce the corporate cynical impression on corporate image and the purchase intentions of consumers. In the study design, the bootstrap approach and AMOS 24 were employed to deal with mediation. The researchers recruited 500 individuals from different educational institutions in China using a simple random selection process. The outcomes of this study indicated that all three types of CSR are successful in mitigating the detrimental effects of corporate cynicism on the image of a firm and the purchase intentions of consumers. A more effective technique of boosting the corporate image of a company and purchase intention of a consumer is via charitable CSR, which may help restore the image of a company and the purchase intention of a consumer that has been affected by corporate cynicism among its target customers.

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.