Corporate social responsibility in forming corporate image

Abstract

This article analyses the impact corporate social responsibility has on corporate image, basing the findings theoretically and empirically. The first part of this article focuses on a theoretical concept of corporate social responsibility. The authors analyze different definitions of corporate social responsibility, review chronological development of this concept and reveal similarities between different definitions. Positive and negative positions towards corporate social responsibility are presented and compared. The second part of this article reveals the theoretical concept of corporate image and the constituting factors. After discussing different definitions of corporate image, concluding remarks are made. The authors of this article discuss the topicality of corporate image management subsequently and name the factors that form corporate image, laying out the basis to manage particular factors. The first two parts of this paper provide a theoretical basis for further discussion. The third part of this article outlines insights for causality between corporate social responsibility and corporate image as well as links between the two.

Concluding the reviewed literature and the newest empirical data, it is noted that corporate social responsibility has positive impact on corporate image. Positive impact can be seen through various phenomena: positive consumer attitude, positive word of mouth, etc. Theoretical studies lay the basis for creating a structural model of corporate social responsibility impact on corporate image, which presents the impact corporate social responsibility has on corporate image. In addition to previously discussed theoretical concepts, three factors forming corporate image (corporate marketing communications, corporate social responsibility and consumer demographic characteristics) are detailed. Structural model is based on LeBlanc (1995), van Riel, Balmer (1997) and Chattananon, Lawley (2007) models. Newly proposed structural model links earlier models into one single system. The new structural model is thoroughly examined using empirical research and the importance of each constituting factor is defined. The results of the empirical research reveals that corporate social responsibility has positive impact on corporate image though it is not the most important factor. Surprisingly none of demographic characteristics determines consumer attitude towards corporate image. The results of empirical research and literature studies allow to draw the conclusions and raise proposals