Open AccessThe effect of corporate social responsibility (csr) on Brand image in PT. PLN (persero)
Author(s) -
Rosa Harimurti,
Lindiawati Lindiawati
Publication year - 2019
Publication title -
journal of business and banking
Language(s) - English
Resource type - Journals
ISSN - 2303-3460
DOI - 10.14414/jbb.v7i2.1000
Subject(s) - corporate social responsibility , dimension (graph theory) , social responsibility , image (mathematics) , business , brand image , focus (optics) , sample (material) , public relations , marketing , political science , computer science , artificial intelligence , mathematics , chemistry , physics , optics , chromatography , pure mathematics
Corporate Social Responsibility (CSR) is one of strategicmarketing concept son social causes. The purpose of this study is to explain the influence of CSR’s dimension on dimension of brand image in PLN Company in Indonesia. This study focuses on legal and ethical responsibilities that can enhance the positive functional and symbolic image. Sample of this study are 110 consumers that was chosen used on random sampling techniques in Mojokerto and data collected by questionnaires. The anlysis tool used is Partial Least Squares (PLS). The empirical results indicate that corporate legal responsibility has significantly effect on functionalimage but legal responsibility does not significantly effect on symbolicimage. Next, ethical responsibility has significant effect on both functionalimage and symbolicimage. Legal responsibility helps enhancing the functional image than symbolic image, meanwhile the ethical responsibility helps enhancing the symbolic image than functional image. The suggestion is that if firms should focus on one aspect of theCSR’s dimension to enhance the brand image.