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Consumers' corporate social responsibility and corporate ability associations as predictors of reputation: Developing countries under analysis
Author(s) -
Contini Michele,
Annunziata Eleonora,
Rizzi Francesco,
Frey Marco
Publication year - 2019
Publication title -
business strategy and development
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.488
H-Index - 7
ISSN - 2572-3170
DOI - 10.1002/bsd2.57
Subject(s) - corporate social responsibility , china , reputation , association (psychology) , business , structural equation modeling , conceptual model , social capital , marketing , business administration , public relations , political science , sociology , psychology , social science , philosophy , statistics , mathematics , epistemology , law , psychotherapist
This study investigates the effect of corporate social responsibility (CSR) and corporate ability (CA) associations on perceived corporate reputation (PCR) and the relationship between the two associations in different cultural environments. By focusing on electricity providers, we carried out a questionnaire survey within BRICS capital cities—that is, Brazil, Russia, India, China, and South Africa—and tested a conceptual model via structural equation modelling. Results showed that, grouping BRICS together, CSR and CA associations predicted PCR, and CA association partially mediated the relationship between CSR association and PCR. When analysing each country separately, these relations were confirmed only for Brazil, China, and South Africa. These findings extend the literature on consumers' corporate associations by differentiating between CSR and CA among different cultural environments. Managers should avoid replicating business strategies in different cultural systems, coordinating such strategies to maximise PCR. The paper concludes with suggestions for coordinating CSR and CA within business development strategies.