CRS Practices, indentification and Corporate Reputation

BIANCHI ENRIQUE CARLOS

ACADEMIA. REVISTA LATINOAMERICANA DE ADMINISTRACION

Emerald Publising

Lugar: Lima; Año: 2020 vol. 33 p. 361 - 361

1012-8255

urposeThis study verifies the influence of the dimensions of corporate social responsibility (CSR) practices and consumer involvement on the identification of the individual with the company and the corporate reputation, moderated by the product categoryMethodologyA covariance-based structural equation modelling is used to test the model, using a sample of 568 Argentine consumers. A multigroup analysis is employed to assess the moderating effect of the product category.FindingsCSR practices have heterogeneous influence based on their dimension, and this influence is moderated by the product category. Accordingly, environmental practices promote consumer identification with the company, whereas those economically oriented have a direct influence on reputation. In contrast, social practices contribute to reputation if they are connected to the business model.Research limitationsThe study is focused on Argentina, analysing two product categories (laptops and financial services for final