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The amplifier effect of corporate social responsibility : the relative share of corporate social responsibility within the RepTrak™ drivers of corporate reputation.

Koerkamp, Sylke Céline (2016) The amplifier effect of corporate social responsibility : the relative share of corporate social responsibility within the RepTrak™ drivers of corporate reputation.

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Abstract:In the past years, corporate social responsibility (CSR) has gained increased attention, since organizations are more conscious about the strategic need for CSR due to several positive consequences of CSR, including a positive corporate reputation. Even though the positive relationship between CSR and corporate reputation has been studied quite often, scholars mainly focused on the direct effect of CSR on corporate reputation, while previous studies lacked a focus on the extent to which CSR indirectly affects corporate reputation. Thus, it was needed to focus on the extent to which CSR affects corporate reputation, by examining the direct and indirect effects of CSR on corporate reputation, in order to determine the relative share of CSR within corporate reputation. A case study was conducted at a Dutch bank to investigate the relative share of CSR within the RepTrak™ drivers of corporate reputation, based on its direct and indirect effects on corporate reputation. The findings of this study showed that the effect of CSR on corporate reputation has been underestimated, since besides the finding that CSR is the key driver of corporate reputation, CSR indirectly affects corporate reputation as well, by following the path through the products and service driver, and through the performance driver of the RepTrak™ measurement instrument of corporate reputation. In summary, this study showed that CSR has an amplifier effect on corporate reputation, since CSR is the key driver of corporate reputation, and since by enhancing the scores of the CSR driver, the scores for the products and services driver and the performance driver will be enhanced, resulting in an overall enhancement of the corporate reputation.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/69563
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