IPPTAR - 2023 : " Linking CSR And CSR Communication To Corporate Reputation"

Wan Afandi, Wan Nor Hidayah and Jamal, Jamilah and Mohd Kamal, Nathasya and Alias, Nurul Zaitul Itri (2023) IPPTAR - 2023 : " Linking CSR And CSR Communication To Corporate Reputation". IPPTAR. ISSN 40181-700982

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Abstract

This article investigates the relationship between CSR activities, CSR communication and corporate reputation of a fast-food company as perceived by customers. The importance of CSR has been emphasized by companies in order to ensure its survival and sustainability. CSR initiatives is said to have impact on how the publics perceive a company. The good deeds define responsibility, ethical and caring. However, scholars also argue that for CSR to be impactful it must be communicated. Thus, the main questions addressed are: does CSR initiated by company correlated with its corporate reputation? does CSR communication carried out influence its corporate reputation? To answer these questions, a quantitative study was conducted and focusing on McDonald as one specific brand that respondents refer to in their responses. The data was collected via online and obtained 285 responses. It reveals that both CSR and CSR communication correlates positively with corporate reputation. Based on the results, it can be that customers perceive ethical and responsible companies positively. Quantitatively, this study supports and strengthen the findings from earlier studies which emphasized the influence of CSR and its communication aspect on customers’ perception toward corporate reputation. This study can be further investigated in future by focusing on different industry. Besides that, since this study employed convenient sampling, future researchers may apply probability sampling for generalizability.

Item Type:	Article
Uncontrolled Keywords:	CSR; CSR communication; corporate reputation; fast food
Divisions:	Institute of Graduate Studies (IGS)
Depositing User:	LIBRARY2 UPTM
Date Deposited:	23 Jul 2025 03:06
Last Modified:	23 Jul 2025 03:06
URI:	http://eprints.kuptm.edu.my/id/eprint/4980

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