The Effects on Corporate Reputation of Corporate Social Irresponsibility, Philanthropy, and Customer Value Orientation

IF 1.5 Q3 BUSINESS CORPORATE REPUTATION REVIEW Pub Date : 2023-12-30 DOI:10.1057/s41299-023-00173-z
Emerson Wagner Mainardes, Julio Simão dos Santos
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Abstract

This study aimed to investigate whether philanthropy and customer-related corporate social irresponsibility influence the development of compliance, policies and rules, corporate image, and, indirectly, corporate reputation. We also aimed to verify whether the strategic orientation toward customer value influences compliance, image, and reputation. We proposed a structural model based on the literature, and a survey was carried out with 344 employees of large private companies using a questionnaire. We analyzed the data through structural equation modeling, with estimation by partial least squares. The results demonstrated that if a company invests in philanthropy and avoids cases of customer-related corporate social irresponsibility, it can stimulate the development of compliance. The adoption of compliance, combined with philanthropy, has the potential to impact the company’s image directly and reputation indirectly. We also observed that customer value orientation tends to be reflected in compliance, image, and reputation. In this way, we concluded that investing in philanthropy, avoiding irresponsible acts, and guiding the company to propose value to customers can increase the reputation of a large company.

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企业社会责任、慈善事业和客户价值导向对企业声誉的影响
本研究旨在探讨慈善事业和与客户相关的企业社会责任是否会影响合规性、政策和规则、企业形象的发展,并间接影响企业声誉。我们还旨在验证客户价值战略导向是否会影响合规性、形象和声誉。我们在文献的基础上提出了一个结构模型,并使用问卷对大型私营企业的 344 名员工进行了调查。我们通过结构方程模型对数据进行了分析,并用偏最小二乘法进行了估计。结果表明,如果一家公司投资于慈善事业,避免出现与客户相关的企业社会不负责任的情况,就能刺激合规性的发展。合规的采用与慈善事业相结合,有可能直接影响公司的形象,并间接影响公司的声誉。我们还观察到,客户价值导向往往体现在合规、形象和声誉上。因此,我们得出结论,投资慈善事业,避免不负责任的行为,引导公司为客户提供价值,可以提高大公司的声誉。
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来源期刊
CiteScore
3.80
自引率
5.30%
发文量
19
期刊介绍: Corporate Reputation Review is the leading international journal for all scholars and academics concerned with managing and measuring corporate reputation.The Journal is reviewed by a distinguished editorial board, under the guidance of Guido Berens (Erasmus University, The Netherlands). Corporate Reputation Review provides a forum for rigorous, practically relevant academic research into reputations and reputation management, as well as related concepts such as identity and corporate communication.
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