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At present, corporations are increasing their paricipation in Corporate Social Responsibility (CSR) to help establish and maintain their good reputation. Although CSR efforts are aimed at the general public, they are particularly focused on consumers. It is hoped that such actions will lead to a higher degree of positive reception from the general public and customers. However, the overall success depends on customers’ perception of CSR as well as the corporations’ capability of informing or communicating with customers about their CSR efforts. According to that, this paper will examine the impact of CSR on corporate reputation from the perspective of customers. It raises a series of questions about whether or not, and how, CSR efforts of major multinational retailers in China have an impact on corporate reputations. Combinations of qualitative and quantitative methods are used in the study. The findings reveal that customers’ perception of responsibility towards customer, environment, employee and public welfare has a significant positive influence on the affective responses and cognitive responses of corporations. Keywords—Corporate Social Responsibility; Corporate reputation; Customers’ perspective

proceedings of the 2018 2nd international conference on management, education and social science (icmess 2018)

Corporate Social Responsibility Efforts and Its Impact on Corporate Reputation from the Perspective of Customers-An Investigation of Major Multinational Retailers in China