How Corporate Social Responsibility Affects Corporate Reputation: Evidence from an Emerging Market

Tamara Vlastelica, Slavica Cicvaric Kostic, Milan Okanovic and Milos Milosavljevic

Journal of East European Management Studies, 2018, vol. 23, issue 1, 10-29

Abstract: In addition to generating economic growth and competitiveness, companies are expected to integrate concerns about society and the environment into ongoing operations. Corporate social responsibility (CSR) initiatives are advocated in order to affect stakeholders’ perception of corporate reputation. This study aims to identify specific CSR items that drive reputation and to measure their individual impact. The results indicate that CSR items affect corporate reputation. Moreover, the intensity of this relationship varies for all items. Significant differences were found between citizens and specific stakeholders, as well as among different groups of stakeholders. Furthermore, the study identified the moderate effect of age and gender on the relationship between CSR and corporate reputation. The results contribute to an extant body of evidence on the impact of CSR on corporate reputation, by providing perspectives of both citizens and stakeholders.

Date: 2018
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DOI: 10.5771/0949-6181-2018-1-10

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