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عنوان فارسی مقاله:
مسئولیت اجتماعی شرکتی و سازگاری CSR به عنوان پیش بینی کننده شهرت شرکت ها : دیدگاه جهانی
عنوان انگلیسی مقاله:
Corporate social responsibility and CSR fit as predictors of corporate reputation: A global perspective
سال انتشار : 2015
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بخشی از مقاله انگلیسی:
. Results of the conceptual analysis
The authors determined that four theories are used in the reviewed literature to explain the relationship between reputation and CSR: stakeholder, attribution, value, and postcolonial. According to stakeholder theory, consumers make purchasing decisions based not only on economic reasons, but also on social reasons, such as how a company’s CSR efforts influence consumers as members of a community. Indeed, many companies engage in CSR efforts as part of their public relations strategy because there is pressure from various stakeholders to be socially responsible; consumers are not just price sensitive, they also have social and environmental concerns that influence their purchasing decisions. Another theory used to discuss reputation and CSR is attribution theory, from social psychology. Attributions result from a cognitive process that causes people to assign an underlying cause or explanation to observed events. Attribution theory explains why a consumer might be skeptical aboutthe behavior of a corporation thoughtto be using CSR activities for financial gain, while other stakeholders would see those activities as being in the company’s and stakeholders’ best interests. Value theory is also used in the literature to understand CSR. According to the value-theoretical approach, CSR activities are founded on a company’s core values, and it is thus important to determine the value priorities behind a company’s actions. Finally, postcolonial theory is used to critique the neocolonial aspects and power dynamics of public relations, more specifically, the field’s appropriation of terms such as corporate social responsibility and sustainable development. Accordingly, a postcolonial approach to public relations may help expose attempts to communicate corporate goals that parallel a dominant and Western model of economic growth and development. The authors also present an overview of the research-based scholarship that explores the relationship of reputation to CSR.1 The application-based studies mainly focus on charitable donations, stakeholder perceptions, CSR benefits, CSR regulation, human-rights-related issues and CSR, CSR during crises, CSR as social insurance, a critical approach to CSR, CSR reputation and culture, and diffusion of CSR practices around the globe. The research reviewed herein argues for a strong link between CSR and corporate reputation from the perspective of public relations, so much so that CSR is often defined as one component of corporate reputation. Perceived CSR motives are argued to be important regarding reputation, but there is inconsistency regarding the process. Some research suggests that if CSR is not strategic it leads to shareholder distrust and a poor reputation. Other scholars suggest that motive is a filter through which stakeholders view CSR; in this light, CSR activities thought to benefit the company are viewed with skepticism, whichresults inapoor reputation.Companies that engage inCSRactivities aspart oftheirpublic relations strategy are perceived to be not only profit-motivated but also socially motivated, to develop a stronger reputation (i.e., increased sales), to develop better relationships with stakeholders, and to achieve long-term profitability. When organizations have a positive reputation, high-fit CSR activities which are closely related to a company’s main business activities, such as an automobile manufacturing company initiating a CSR activity where it supports traffic safety, may lead to less skepticism. However, when organizations already have a negative reputation among stakeholders, high-fit activities may lead to more stakeholder skepticism, which may lead to even a more negative corporate reputation. The result of the conceptual analysis reveals that most studies on CSR and reputation focus on practical implications. This result was expected as these study areas often take their roots from practice itself. Due to the nature of the study area, application-based studies, which try to understand the immediate impact of CSR, are more common. Out of 29 such studies, 10 focus on measuring stakeholder perceptions while five focus on the benefits of CSR. This emphasis reveals that the field concentrates on CSR returns through application-based studies rather than on gaining an in-depth understanding of the phenomenon utilizing a theoretical perspective. Application-based studies contribute to the literature and provide guidance for professional practice but they do not foster theory development.
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کلمات کلیدی:
Corporate social responsibility (CSR) | Current issues https://www.iisd.org/business/issues/sr.aspx Corporate social responsibility (CSR) promotes a vision of business accountability to a wide range of stakeholders, besides shareholders and investors. Corporate Social Responsibility (CSR) - European Commission https://ec.europa.eu › European Commission › Growth › Industry Corporate social responsibility (CSR) refers to companies taking responsibility for their impact on society. The European Commission believes that CSR is ... Why Corporate Social Responsibility is Essential for Brand Strategy ... www.huffingtonpost.com/brian-hughes/why-corporate-social-resp_b_9282246.html Feb 22, 2016 - Corporate social responsibility is typically associated with large companies, not small businesses. But as companies of all sizes are quickly ... Searches related to Corporate social responsibility and CSR examples of corporate social responsibility corporate social responsibility benefits corporate social responsibility definition importance of corporate social responsibility corporate social responsibility companies corporate social responsibility ppt corporate social responsibility activities corporate social responsibility pdf
