Quick Menu

Upcoming Journals

Asian Journal of Economics, Business and Accounting

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    Article Metrics


DOI : 10.9734/AJEBA/2018/39294

Review History    Comments

Search this site

Advanced Search

Announcement & News

Nature (Impact Factor: 41.6) confirmed high standard of SDI journal and its editors

We are happy to inform that Nature (Impact Factor: 41.6) confirmed high standard of SDI journal and ...

ISI Thomson Reuters selected British Journal of Pharmaceutical Research for Emerging Sources Citation Index

We are delighted to inform that ISI Thomson Reuters selected British Journal of Pharmaceutical Resea...

SCOPUS selected Annual Research & Review in Biology (ARRB)

We are delighted to inform that famous indexing organization SCOPUS (from Elsevier) selected  A...

Index Copernicus Evaluation Result Released

We are delighted to inform that Index Copernicus (a leading indexing organization from Pol...

Journal Repository (JR): Permanent Digital Archiving of SDI journals

SDI is happy to announce that all our journals are now permanently archived in Journal Repository (J...

SDI journal got 35th ranking in Publons

We are delighted to announce (as of 04/01/2016) that British Journal of Medicine and Medical Re...

Growth of SDI and world publication market

As of 2014, total 25,064 journals are competing in World market of journal publication. In 2011, tot...

Science (IF: 31) report confirmed the high standard of SDI journal

As per a recent report (Link) of Science journal (present Impact factor 31), one of our journal (Bri...

SDI introduced Post-publication peer review by its comment section

SDI journals encourage Post-publication peer review by its comment section   Policy details a...

SDI promotes transparent Advanced OPEN peer review

We have migrated to transparent and toughest ‘Advanced OPEN peer review’ system (...


  • No Awards listed.

Browser Compatibility : Mozila firefox, Google Crome and IE 7 & above. Creative Commons License Terms & Condition   |   Privacy Policy   |   Join Us   |   Help   |   Contact Us
© Copyright 2010-2018, SCIENCEDOMAIN international. All rights reserved.