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.