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Influence of media exposure and Corporate Social Responsibility compliance on customer perception: The moderating role of Firm's reputation risk

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  • Hadi Khan
  • Vatcharapol Sukhotu

Abstract

This research tries to measure the direct effects of media exposure, Corporate Social Responsibility (CSR) compliance on customer perception; and, to analyze the moderating role of firm's reputation risk. Data is collected from sports manufacturing industry, Sialkot, Pakistan. Partial Least Squares Structural Equation Modeling technique was used for analysis. The results showed positive effects of firm's media exposure and CSR compliance on customer perception. This suggests that firms which maintain positive image in the media and consider contributing positively in society and doing business with ethics, they attract positive attitude of the customers towards products and firms as well. Moderating results show that interaction of firm's reputation further strengthens the effects of both media exposure and CSR initiatives on customer perception. Results also revealed the positive effects of firm's reputation risk on customer perception. The paper discusses implications of this research for the existing literature, practitioners, and policymakers.

Suggested Citation

  • Hadi Khan & Vatcharapol Sukhotu, 2020. "Influence of media exposure and Corporate Social Responsibility compliance on customer perception: The moderating role of Firm's reputation risk," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(5), pages 2107-2121, September.
    • Handle: RePEc:wly:corsem:v:27:y:2020:i:5:p:2107-2121
    DOI: 10.1002/csr.1951
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    2. Nabeel Younus Ansari & Muhammad Farrukh & Ali Raza, 2021. "Green human resource management and employees pro‐environmental behaviours: Examining the underlying mechanism," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(1), pages 229-238, January.
    3. Percy Marquina & Vincent Charles, 2021. "A Bayesian resampling approach to estimate the difference in effect sizes in consumer social responses to CSR initiatives versus corporate abilities," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(6), pages 1680-1699, November.
    4. Camila Kolling & José Luis Duarte Ribeiro & Donato Morea & Gianpaolo Iazzolino, 2023. "Corporate social responsibility and circular economy from the perspective of consumers: A cross‐cultural analysis in the cosmetic industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(3), pages 1226-1243, May.
    5. Jiyun Kang & Tiffani Slaten & Woo Jin Choi, 2021. "Felt betrayed or resisted? The impact of pre‐crisis corporate social responsibility reputation on post‐crisis consumer reactions and retaliatory behavioral intentions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(1), pages 511-524, January.

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