Asian Journal of Economics, Business and Accounting, ISSN: 2456-639X,Vol.: 6, Issue.: 1
The Moderating Effect of Social Capital on the Impact of Corporate Social Responsibility Initiatives
Hung-Mei Sun1* and Yuan-Shuh Lii1 1Feng-Chia University, Taichung, Taiwan.
Hung-Mei Sun1* and Yuan-Shuh Lii1
1Feng-Chia University, Taichung, Taiwan.
(1) Ivan Markovic, Faculty of Economics, University of Nis, Serbia.
(1) Chi-Cheng Chang, Lunghwa University of Science and Technology, Taiwan.
(2) Imam Mukhlis, Universitas Negeri Malang, Indonesia.
(3) Ahmad Kaseri Ramin, Universiti Tun Hussein Onn Malaysia, Malaysia.
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Aims: The purpose of this paper is to study the effect of the sustainable marketing of three types of corporate social responsibility (CSR) initiatives—cause-related marketing (CRM), corporate philanthropy and creating shared value (CSV)—on consumer attitudinal evaluations with the moderating effect of individual social capital.
Methodology: A 3 x 2 x 2 between-subjects factorial design was employed with the manipulation of three different CSR initiatives.
Results: Our study finds that CSV has the greatest effect on both consumer-company identification (C-C identification) and brand image, followed by corporate philanthropy and CRM. The relationship between CSR initiatives and consumer attitudinal evaluations was especially strong when consumers perceived the C-C identification and brand image as having a high degree of individual social capital. A higher degree of C-C identification and a more positive brand image through CSR initiatives was also linked to stronger in-role and extra-role consumer responses.
Conclusion: The findings of this study help enrich literature on CSR and enable implementers to choose the appropriate goodness of fit while assisting corporations in improving their reputation and image.
Corporate social responsibility; C-C identification; brand image; social capital.
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DOI : 10.9734/AJEBA/2018/39294Review History Comments