CSR practices, identification and corporate reputation

BRUNO JUAN MANUEL

Academia Revista Latinoamericana de Administración

Emerald Publishing

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

1012-8255

urpose ? This 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 corporatereputation, moderated by the product category.Design/methodology/approach ? A 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.Findings ? CSR 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 limitations/implications: The study is focussed on Argentina, analysing two product categories (