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How Corporate Social Responsibility Affects Corporate Reputation: Evidence from an Emerging Market

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  • Vlastelica, Tamara
  • Kostic, Slavica Cicvaric
  • Okanovic, Milan
  • Milosavljevic, Milos

Abstract

In addition to generating economic growth and competitiveness, companies are expected to integrate concerns about society and the environment into ongoing operations. Corporate social responsibility (CSR) initiatives are advocated in order to affect stakeholders’ perception of corporate reputation. This study aims to identify specific CSR items that drive reputation and to measure their individual impact. The results indicate that CSR items affect corporate reputation. Moreover, the intensity of this relationship varies for all items. Significant differences were found between citizens and specific stakeholders, as well as among different groups of stakeholders. Furthermore, the study identified the moderate effect of age and gender on the relationship between CSR and corporate reputation. The results contribute to an extant body of evidence on the impact of CSR on corporate reputation, by providing perspectives of both citizens and stakeholders.

Suggested Citation

  • Vlastelica, Tamara & Kostic, Slavica Cicvaric & Okanovic, Milan & Milosavljevic, Milos, 2018. "How Corporate Social Responsibility Affects Corporate Reputation: Evidence from an Emerging Market," Journal of East European Management Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 23(1), pages 10-29.
    • Handle: RePEc:nms:joeems:10.5771/0949-6181-2018-1-10
    DOI: 10.5771/0949-6181-2018-1-10
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    References listed on IDEAS

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    1. Vladimir Pavković & Darjan Karabašević & Jelena Jević & Goran Jević, 2021. "The Relationship between Cities’ Cultural Strength, Reputation, and Tourism Intensity: Empirical Evidence on a Sample of the Best-Reputable European Cities," Sustainability, MDPI, vol. 13(16), pages 1-20, August.
    2. Mamuta, Mikhail (Мамута, Михаил) & Sorokina, O (Сорокина, О.) & Tyan, V (Тян, В.) & Popova, N (Попова, Н.), 2015. "Building a High Quality Infrastructure of Microfinancing and Credit Cooperation for Effective Development [Построение Качественной Инфраструктуры Рынка Микрофинансирования И Кредитной Кооперации Дл," Published Papers mn25, Russian Presidential Academy of National Economy and Public Administration.
    3. Muneer Mohamed Saeed Al Mubarak, 2020. "Five Senses for Effective and Sustainable Corporate Social Responsibility Strategy," International Journal of Economics and Financial Issues, Econjournals, vol. 10(1), pages 67-72.
    4. Samuel Leroy Cabrera-Luján & David Josías Sánchez-Lima & Segundo Alberto Guevara-Flores & Dany Yudet Millones-Liza & Elizabeth Emperatriz García-Salirrosas & Miluska Villar-Guevara, 2023. "Impact of Corporate Social Responsibility, Business Ethics and Corporate Reputation on the Retention of Users of Third-Sector Institutions," Sustainability, MDPI, vol. 15(3), pages 1-18, January.

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