Strategic CSR: investigating the ripple effect of corporate social responsibility on perceived marketing performance through corporate image and reputation

Despite most companies incorporating CSR into their marketing processes to ensure accountability to stakeholders and societal well-being, over half of consumers believe businesses do not do so sufficiently. This study examines how CSR-oriented corporate identities influence perceived marketing performance through corporate image and reputation. Using data from 435 customers of multinational firms in Cameroon, analyzed through partial least squares structural equation modeling and fuzzy-set qualitative comparative analysis, the findings highlight the mediating roles of corporate image and reputation. They suggest that CSR initiatives must align with stakeholder expectations and cultural norms to effectively signal marketing performance, especially in countries with limited national CSR regulations. Furthermore, the study underscores the importance of ethical alignment and stakeholder relationships in enhancing corporate image and reputation, shaping perceptions of marketing performance. Thus, this study contributes to understanding Western institutional, stakeholder, and signaling theories in non-Western contexts, offering actionable insights for leveraging CSR to enhance consumer perceptions, reinforce brand value, and sustain market competitiveness in emerging economies.