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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.

Article Information
(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.
Complete Peer review History: http://www.sciencedomain.org/review-history/23320


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.

Keywords :

Corporate social responsibility; C-C identification; brand image; social capital.

Full Article - PDF    Page 1-16

DOI : 10.9734/AJEBA/2018/39294

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