THE INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY TOWARDS BRAND IMAGE AND CORPORATE REPUTATION ON THE STUDY OF THE BODY SHOP "FOREVER AGAINTS ANIMAL TESTING" CAMPAIGN

Meisy Warsita, Herning Indriastuti

Abstract

This research aims to discover the influence of Corporate Social Responsibility (CSR) towards Corporate Reputation which Mediated by Brand Image on The Body Shop “Forever Against Animal Testing” Campaign. The data used in this research is primary data obtained from the result of respondent given to 126 respondents by using purposive sampling technique. The analysis method used is Structural Equation Model (SEM) analysis with AMOS analysis tool and Sobel Test. The result of this research shown that there is positively significant influence of Corporate Social Responsibility (CSR) towards brand image, there is no a significant influence of Corporate Social Responsibility (CSR) towards corporate reputation, there is a positively significant influence of Brand Image towards Corporate Reputation, there is a positively significant influence of Corporate Social Responsibility (CSR) towards corporate reputation which mediated by Brand Image on The Body Shop “Forever Against Animal Testing” Campaign.

Full Text:

PDF

References

Bhattacharya, C. B. and Sankar Sen. 2004. “California Management Doing Better at Doing Good: When,Why, and How Consumers Respond to Corporate Social Initiatives.” Clifornia Mnagement Review 47(1):9–24.

Brammer, Stephen and Andrew Millington. 2005. “Corporate Reputation and Philanthropy: An Empirical Analysis.” Journal of Business Ethics 61(1):29–44.

Ferdinand, Augusty. 2014. Metode Penelitian Manajemen. Badan Penerbit Universitas Diponegoro.

Fianto, Achmad Yanu Alif, Djumilah Hadiwidjojo, Siti Aisjah, and Solimun. 2014. “The Influence of Brand Image on Purchase Behaviour Through Brand Trust.” Business Management and Strategy 5(2):58.

Gardberg, Naomi A. and Charles J. Fombrun. 2006. “Corporate Citizenship: Creating Intangible Assets across Institutional Environments.” Academy of Management Review 31(2):329–46.

Ghozali, Imam. 2011. Aplikasi Analisis Multivariate Dengan Program SPSS. Semarang: BP Universitas Diponegoro.

Gray, Edmund R. and John M. T. Balmer. 2017. “Managing Corporate Image and Corporate Reputation.” Long Range Planning 31(5):695–702.

Hossain, Md. Enayet. 2007. “An Evaluation of Brands Image, Product Attributes and Perceived Quality of a Selected Consumer Non-Durable Product.” Administration and Management Review 19(2):47–63.

Hur, Won-Moo, Hanna Kim, and Jeong Woo. 2013. “How CSR Leads to Corporate Brand Equity : Mediating Mechanisms of Corporate Brand Credibility and Reputation.” J Bus Ethics.

Khan, Majid, Dr. Abdul Majid, Dr. Muhammad Yasir, and Muhammad Arshad. 2013. “Corporate Social Responsibility and Corporate Reputation : A Case of Cement Industry in Pakistan Majid Khan Dr . Abdul Majid Dr . Muhammad Yasir Muhammad Arshad.” Interdisciplinary Journal of Contemporary Research in Business 5(1):843–57.

Kotler, Philip and Nancy Lee. 2005. Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause. New Jersey: John Wiley & Sons, Inc.

Kumar, Tapos. 2018. “Linkage Between CSR & Corporate Reputation: Evidence from Public & Private Corporations in Bangladesh Tapos.” Integrative Business & Economics (Review of Research) 7(1):127–34.

Lai, Chi-shiun, Chih-jen Chiu, Chin-fang Yang, and Da-chang Pai. 2010. “The Effects of Corporate Social Responsibility on Brand Performance : The Mediating Effect of Industrial Brand Equity and Corporate Reputation.” Journal of Bussineess Ethics 457–69.

Lee, Hsiang-Ming, Ching-Chi Lee, and Cou-Chen Wu. 2010. “Brand Image Strategy Affects Brand Equity after M&A.” European Journal of Marketing 45:1–5.

Melo, Tiago and Alvaro Garrido-Morgado. 2012. “Corporate Reputation: A Combination of Social Responsibility and Industry.” Corporate Social Responsibility and Environmental Management 19(1):11–31.

Moir, Lance. 2001. “Corporate Governance: The International Journal of Business in Society.” Corporate Governance 16–22.

Nandan, Shiva. 2005. “An Exploration of the Brand Identity–Brand Image Linkage: A Communications Perspective.” Journal of Brand Management 12(4):264–78.

Pitpreecha, Rungnapar. 2013. “Corporate Reputation in Thailand : An Analysis of Indicators.” Journal of Public Relations and Advertising 6(1):1–16.

Pomering, Alan and Lester W. Johnson. 2009. “Constructing a Corporate Social Responsibility Reputation Using Corporate Image Advertising.” Australasian Marketing Journal (AMJ) 17(2):106–14.

Sugiarti, Ni Wayan. 2015. “Pengaruh Persepsi Tentang Corporate Social Responsibility Terhadap Reputasi Perusahaan.” 4(9):2573–89.

Tang, Weiwei. 2007. “Impact of Corporate Image and Corporate Reputation on Customer Loyalty : A Review.” Management Science and Engineering 1(2):57–62.

Waluyo, Minto. 2016. Mudah Cepat Tepat Penggunaan Tools Amos Dalam Aplikasi ( SEM ). Surabaya: UPN VETERAN JATIM.

Yadav, Arti. 2015. “CSR and Branding : A Relational Overview.” Advances in Economics and Business Management 2(6):625–30.

Refbacks

  • There are currently no refbacks.