Paulo Henrique
Ceciliano
Estácio de Sá
University (MADE/UNESA), Brazil
E-mail: pauloceciliano1980@gmail.com
Paulo Roberto da Costa
Vieira
Estácio de Sá
University (MADE/UNESA), Brazil
E-mail: paulo.vieira@estacio.br
Antônio Carlos
Magalhães da Silva
Rio de Janeiro Federal
University (COPPE/UFRJ)
Estácio de Sá University (MADE/UNESA)
Fluminense Federal University (UFF), Brazil
E-mail: antonio.msilva@estacio.br
Submission: 6/26/2020
Revision:
7/30/2020
Accept: 8/15/2020
ABSTRACT
The concept of corporate social responsibility (CSR) plays an important role in corporate marketing and is understood as a strategic variable, because if managed properly, it can increase the corporation's market share. This study investigates the various causal relationships between corporate social responsibility, corporate brand credibility (CBC), corporate reputation (CR) and corporate brand equity (CBE). Data were collected through a survey with a self-administered structured questionnaire, with five response options scored on a Likert scale. The sample included 310 consumers who expressed their opinions on a large Brazilian oil and gas company. The data were treated through structural equation modeling with partial least squares. The results showed that CSR has direct and indirect effects on CBE. Mixed methods are worthwhile to those who are working on a doctorate research work. Moreover, it will be helpful to develop knowledge through this method that can be beneficial to academia and Practitioners.
Keywords: Corporate Social Responsibility; Corporate
Brand Credibility; Corporate Brand Equity; Corporate Reputation; Structural
Equation Modeling
1.
INTRODUCTION
Companies benefit from engagement in CSR activities, since these allow
them to construct a positive corporate image and solid reputation over the long
run (Bhattacharya &
Sen, 2004; Du et al., 2010; Hur et al., 2014; Melo & Garrido-Morgado, 2012). CSR activities
influence consumers’ buying decisions. Several
studies have shown that the dimensions social responsibility, philanthropy and
ethics can promote beliefs in customers that the company in question is
concerned with the well-being of society, resulting in a positive corporate
reputation among consumers (Castaldo et al., 2009; Park et al., 2014).
Factors such as satisfaction, loyalty and reputation directly reflect
the predisposition of consumers in relation to purchasing the products and/or
services offered to them by firms with solid CSR (Bianchi et al.,
2019).To the extent that consumers attribute these factors positively to
responsible actions, CSR directly affects their purchasing intentions (Ellen et al., 2006). Among companies’ intangible assets are credibility and
reputation, which are hard to imitate (Rodríguez, 2002). These intangible assets
set the company apart and increase the predisposition of consumers to buy its
goods and/or services (Aksak et al., 2016; Pirsch et al., 2007).
Companies thus need to
invest in CSR programs to enhance the value of their related intangible assets
and create positive moral capital, mitigating the potential damages that
negative opinions of stakeholders can cause (Godfrey,
2005). When consumers perceive that CSR
initiatives are sincere, they tend to trust the company, believing it will
continue to honor its promises (Bhattacharya
et al., 1998). Corporate brand credibility is based on the perception of
trust by consumers in the company, and this construct, along with corporate
reputation, has an impact on the brand equity (Hur
et al., 2014). This study examines the causal relationship between CSR and
corporate brand equity, including credibility and reputation as mediating
latent variables.
2.
LITERATURE REVIEW
This section briefly discusses the literature
on the main constructs of the hypothetical model to be tested, to establish a
firm foundation for the model’s hypotheses.
2.1.
Corporate social responsibility
CSR voluntarily
integrates social and environmental questions in the commercial activities of
companies and their relationships with stakeholders, according to which they
are willing to sacrifice profits in favor of social interests. Firms should
consider environmental, social and economic responsibility in their decisions,
going beyond simple philanthropy (Witkowska,
2016). Bowen (1953, p. 6) was the first observer to formulate the concept of
CSR, according to whom businesses have “the obligation to pursue policies,
decisions, or lines of action desirable to achieve the objectives and values of
our society.”
Carroll (1979) proposed
a widely accepted concept, considering four spheres of CSR: economic, legal,
ethical and discretionary. Discretionary responsibility refers to the voluntary
initiatives of a firm related to solutions of social problems. CSR is generally
considered to denote actions that go beyond what the law requires, such as
voluntary granting of fringe benefits to employees. In its broadest sense, CSR
represents a concern for the needs and objectives of society beyond merely
economic considerations (Eells & Walton, 1974; Sims, 2003).
There are two basic
views of CSR, classified as ethical and instrumental (Pedersen & Neergaard, 2009). The ethical view
advocates that companies should adopt socially responsible actions, even if
this might mean unproductive expenditures in the short run. On the other hand,
the instrumental view considers the existence of a positive correlation between
socially responsible behavior and financial performance.
Nowadays, the idea of
sustainable development is closely associated with CSR activities, according to
which the overarching objective of all economic agents should be to meet the
needs of the current generation without compromising the development of future
generations (Bianchi et al., 2019; Bouglet et al.,
2012). In particular, CSR
initiatives can be associated with sustainable development based on the triple
bottom line (TBL) idea of Elkington (1998). The essence of the TBL concept is
three pillars widely addressed by CSR − social, environmental and
economic – considered as essential constituents of the business dealings of companies
(Nadanyiova &
Gajanova, 2020).
Therefore, the focus on
economic results has been expanded to include improvement of the main business
processes of firms, defined as those whose objective is to minimize the
negative consequences of business activities on development of the economic
climate. These processes include formulation of corporate codes of ethics,
provision of transparent information, rejection of corruption, protection of
intellectual property, supply of high-quality products and services, innovation
and sustainability of products, and good relations with customers and investors
(Pavlík et al., 2010).
Corporate social
responsibility can improve the relationship between a firm and its
stakeholders. Thus, besides offering new investment opportunities, CSR also
improves the financial performance in terms of costs and revenues (Barnett, 2007; Lai et al., 2010). Socially responsible companies stand from their
competitors because their positive attitudes are reflected in the buying
intentions of consumers (Pivato et al.,2008).
2.2.
Corporate credibility
The concept of corporate
credibility refers to the perceptions of consumers and other stakeholders
regarding the actions and intentions of the company (Goldsmith et al., 2000). Corporate credibility is
associated with the trust that the firm will meet its promises (Herbig & Milewicz, 1995). In the long run, credibility forges a solid
reputation, which is fundamental for the success of the brand and marketing
strategy.
Corporate credibility
directly increases the value of brands (brand equity). On the other hand, lack
of credibility leads consumers to doubt the validity or sincerity of promises
made, negatively influencing the likelihood they will buy a firm’s products or
services (Aaker & Joachimsthaler, 2000). Therefore, the main challenge
faced by companies in disclosing their CSR strategy is to assure credibility in
relation to the information disclosed in their reports (Gray, 2000; Martínez‐Ferrero et al., 2015; Odriozola & Baraibar-Diez, 2017). A positive corporate
reputation promotes positive attitudes of consumers toward the firm,
strengthening their buying intentions (Lafferty & Goldsmith, 1999).
Credible brands indicate the positioning of a product, influencing
consumers to perceive less risk, thus reducing their need to gather information
before making their purchasing decisions (Srinivasan &
Ratchford, 1991). Credible CSR initiatives reduce information asymmetry
and the need for monitoring, which are particularly important in the case of
large and complex organizations. This reduction of information asymmetry
enhances positive attitudes toward the company, thus increasing is brand equity
and attracting more investments (Zajac &
Westphal, 1994).
2.3.
Corporate reputation
Intangible resources, such as corporate reputation, culture and
capability, contribute to improve the financial performance, especially to the
extent they are scarce and cannot be imitated or substituted. In the vision of
the resource based theory, these assets generate sustainable competitive
advantages to companies that can adeptly control and manage them (Branco & Rodrigues,
2006).
A firm’s reputation has been widely recognized as one of the basic
pillars of success
(Key, 1995). A positive reputation is considered one of the most
valuable intangible assets a firm can possess (Vidaver-Cohen,
2007). But reputation is highly subjective,
because it rests on a perception, which is the result of the aggregate visions
about it, based on the experiences of stakeholders in its respect (Cornelissen, 2011; Fombrun et al.,2000;
Roberts, 2009).
Academics and business professionals agree that a positive reputation
reduces the uncertainty of stakeholders about the future organizational
performance, improves the competitive advantage, increases public trust and
maximizes the ability to charge premium prices for goods and/or services (Vidaver-Cohen, 2007). Therefore, consumers rely in corporate reputation to
evaluate a product or service (Schnietz & Epstein, 2005).
When a company enjoys a favorable reputation,
customers become more loyal and less concerned about price; job candidates are
more desirous of being hired; investors are more willing to provide capital;
and local communities tend to be more laudatory (Fombrun, 1996; Lange et al., 2010;
Turban & Greening, 1997).
2.4.
Corporate brand equity
Corporate brand equity positively influences a sustainable competitive
advantage, the success of marketing actions, and the price of the firm’s shares (Ambler, 1997; Bharadwaj et al., 1993; Lane & Jacobson, 1995).
The approaches used to measure brand equity are
generally financial or customer-related. The
financial measures are represented by movements in the stock price (Myers, 2003). The
customer-related measures can be classified in two groups: i) those related to
perceptions (e.g., brand recognition, perceived association with quality); and
ii) those associated with behavior (e.g., brand loyalty and buying behavior) (Hsu,
2012).
3.
HYPOTHESES DEVELOPMENT
Bhattacharya and Sen (2003) studied the behavior of consumers and found
they are not only concerned with their experience with a product or service,
but also with the effects on other stakeholders from the community. Therefore,
stakeholders exhibit stronger identification with firms that implement strong
CSR initiatives than with those that do not. In this sense, a firm’s CSR
initiatives can cause a favorable impression on consumers who are sensitive to
social questions
(Pivato et al., 2008).
Considering that corporate brand credibility is a two-dimensional
construct, composed of trust and expertise, is it possible to infer that CSR
activities influence the convictions of consumers that the firm makes products
with higher quality by signaling greater management competence (Mcwilliams & Siegel, 2001; Newell
& Goldsmith, 2001). Based
on these arguments, it is possible to formulate the following hypothesis:
·
H1 - Corporate social
responsibility directly impacts corporate credibility.
A company will not only benefit from involvement in CSR initiatives,
these will benefit society as a whole. It is crucial for firms to recognize
that CSR activities influence the construction of their reputation (Hasan & Yun,
2017). In the case of long-range competitive
advantages, reputation is the indicator that measures the accrued prestige,
allowing companies to build a loyal customer base while at the same time
reducing the risks related to stakeholders (Siano et al., 2010).
Companies justify CSR initiatives because they enhance their corporate
image and establish the foundations for a solid long-term reputation (Jones, 2005; Porter & Kramer, 2006). The maintenance of a solid
corporate reputation can be equated with making a lucrative strategic
investment (Fombrun, 2005; Mcwilliams
et al.,
2006). Consumers’ perceptions about the CSR
activities are positively related with the firm’s reputation (Hsu, 2012; Lai et al., 2010). The aspects
described above lead to the following hypothesis:
·
H2 - Corporate
social responsibility directly impacts corporate reputation.
Lai et al. (2010)
suggested that the favorable perception of consumers about CSR activities is
positively related to their vision of the brand. Other researchers have
reported that CSR has a positive effect on the recognition and valuation a
firm’s brand, which improves the company’s position in the market (Holt et
al., 2004). In this respect, we propose the
following hypothesis:
·
H3 – Corporate
social responsibility directly impacts corporate brand equity.
Consumers look favorably on organizations that adopt CSR practices when
they believe these activities are the result of sincere intentions (Vlachos et al., 2009). To the extent that consumers concur with these
practices, since they reflect their basic beliefs, the engagement in CSR
encourages consumers to view an ethical stance in those actions. This perception of ethics leads to recognition of
trustworthy behavior, increasing the corporation’s credibility and
strengthening its reputation (Fombrun &
Shanley, 1990; Hosmer, 1995; Smaiziene & Jucevicius, 2009).
Consumers assume that a trustworthy company will be less likely to fail
to meet its promises, thus strengthening its reputation (Pivato et al., 2008). This
leads to the following hypothesis:
·
H4 - Corporate
credibility directly impacts corporate reputation.
The way that consumers perceive CSR actions can affect the corporate
reputation and their buying intentions. Several studies have suggested that a
positive correlation exists between corporate reputation and brand equity. For example, Mohr, Webb and Harris
(2001) showed that the evaluation of firms, their
products and consumers’ buying intentions depends on the quantity and nature of
CSR information that is shared. Chaudhuri (2002) suggested that corporate reputation is in a higher
position than brand equity, by supplying exclusive value to a firm’s customers,
thus generating higher brand value than that of competitors.
Corporate reputation is an intangible resource that can lead to a
positive attitude of consumers in relation to the brand of the product or service
offered by the firm, enhancing the brand equity (Galbreath,2005).
Based on these observations, we formulated the
following hypothesis:
·
H5 - Corporate
reputation directly impacts corporate brand equity.
The relationship between corporate credibility and brand equity can be
explained by the brand signaling theory. According to this theory, brands serve
as signals to convey information to target consumers, who are inserted in a
market filled with imperfect and asymmetrical information (Erdem & Swait, 2001; Erdem
et al., 2006).
Credible brands enjoy lower information processing costs and are
associated with lower risk perception. The credibility of a brand is the
central pillar around which a company can build and manage its brand equity (Jahanzeb et al., 2013;
Spry et al., 2011). Based on these arguments, we formulated the following
hypothesis:
·
H6 - Corporate
credibility directly impacts brand equity.
The path diagram in Figure 1 illustrates the causal relations between
the constructs and hypotheses discussed above.
Figure 1: Path diagram of the hypothetical
model
Source: Proposal conceptual
model, adapted from Hur et al.
(2014)
4. METHODOLOGY
The
data for this study were obtained through a survey using a structured
questionnaire, and were treated with structural equation modeling with the support of the partial
least squares method to evaluate the causal connections between the constructs.
4.1.
Data collection
We collected the opinions of consumers regarding an important Brazilian
company in the oil and gas sector. It is a listed corporation and is active in
the exploration, production, refining, transport and sale of oil and natural
gas, as well as the manufacture of petrochemicals and biofuels and generation
of electricity.
The consumers were approached at service stations, repair shops and specialized
automotive stores. The company studied has received several international
awards and certifications in the petroleum sector, and has a policy of
rendering transparent information to its stakeholders through sustainability
reports regularly disclosed to the public at large.
The survey was conducted by means of a self-administered questionnaire,
with items scored on a Likert scale with five response options. Each respondent
participated voluntarily in the survey. Any doubts were clarified by the
researcher while applying the questionnaire. All told, 310 valid questionnaires
were obtained, of which 16 were dropped for containing outliers. The
descriptive analysis revealed that 77.7% of the respondents were men, with
average age of 39.07 years (SD = 8.60) and age range from 20 to 65 years. With
respect to schooling level, 31.7% of the respondents only had high school
diplomas, while 35.4% had college degrees, 31.5% had MBA or MSc degrees, and
only 1.4% had doctorates (PhDs). With respect to occupation, 9.4% were students
or unemployed workers, 56.2% were employees of a company, institution or other
organization, 28.1% were freelance service providers or merchants, and 6.3%
were retirees.
The questions covered the CSR practices of the target company. The
constructs and respective observed and latent variables of the hypothetical
model are reported in Chart 1.
Chart 1: Latent variables, observed variables
and respective references
Observed
variable |
References |
|
Corporate Social
Responsibility (CSR) |
CSR_1 – adherence to
responsible corporate behavior |
Barnett (2007); Carroll
(1979); Lai et al.(2010); Pivato et al.(2008); |
CSR_2 – policies to improve
social well-being |
Bowen (1953); Eells & Walton (1974); Sims (2003) |
|
CSR_3 – environmental
responsibility |
Bianchi et al. (2019); Bouglet et al.(2012);
Elkington (1998) |
|
Corporate Brand Credibility
(CBC) |
CBC_1 – reliability of
information and corporate attitudes |
Goldsmith et al.(2000); Herbig & Milewicz (1995) |
CBC_2 – reliability of
products and services |
Aaker & Joachimsthaler
(2000) |
|
CBC_3 – reliability of
corporate brand |
Srinivasan & Ratchford
(1991); Zajac & Westphal (1994) |
|
Corporate Brand Equity (CBE) |
CBE_1 – recognition among
competitors |
Branco & Rodrigues
(2006); Chaudhuri (2002) |
CBE_2 – ethics and values in
symmetry with customers |
Hur et al.(2014); Myers (2003) |
|
CBE_3 – associations of the
corporate brand |
Erdem &
Swait (2001); Erdem et al. (2006) |
|
CBE_4 – recognition of the
corporate brand |
Hsu (2012) |
|
Corporate Reputation (CR) |
CR_1 – perception of
reliability |
Cornelissen (2011); Fombrun
et al.(2000); Roberts (2009);
Vidaver-Cohen (2007) |
CR_2 – perception of
admiration and respect |
Fombrun (1996); Lange et al.(2010); Turban & Greening (1997) |
|
CR_3 – perception of good
general reputation |
Hasan & Yun (2017); Siano
et al.(2010) |
4.2.
Treatment of the data
The data were treated with structural equation
modeling (SEM) by applying partial least squares (PLS). The latter technique is
effective to analyze endogenous variables in statistical models whose structure
is designed to elicit causal relationships. It is particularly suitable when
the sample is relatively small, there is no knowledge of the normality of the
data, and the model is complex, containing many latent variables (Hair & Sarstedt, 2019). The data were
treated with the WarpPLS software, version 7.0.
The results were analyzed in two steps. The
first step involved evaluation of the measurement model, while the second
entailed assessment of the structural model (Henseler et al., 2009;
Hair, et al., 2014).
5. RESULTS
The measurement model, also called the external
model, exhibits the relationships between the latent variables and the
respective observed variables, while the structural model indicates the
pairwise causal connections between the constructs.
5.1.
Measurement model
The main indices of the measurement model are
Cronbach’s alpha, composite reliability and the average variance extracted
(AVE). The first two measure the model’s internal consistency and the last the
convergent validity.
Table
1: Index of reliability and convergent validity
Latent
variable |
Composite reability |
Cronbach’s alpha |
AVE |
CSR |
0.850 |
0.735 |
0.655 |
CBC |
0.885 |
0.804 |
0.719 |
CR |
0.914 |
0.858 |
0.779 |
CBE |
0.881 |
0.820 |
0.650 |
Cronbach’s alpha measures the internal
consistency of the observed variables, and should be above 0.70 for each
construct of the model. The results were favorable for all the constructs. The composite
reability also measures the internal consistency of the indicators. This
consistency is necessary for the model’s validity. Values between 0.70 and 0.90,
or in the neighborhood of that interval, are considered satisfactory. In this
study, the composite reability results were adequate (Hair et al., 2014; Hair et
al., 2016; Ringle et al., 2014).
The AVE can be considered a measure of the
variance shared by the observed variables of a determined construct, and should
be greater than 0.50. It is applied to measure the convergent validity of the
model. In this study, the AVE was greater than 0.50 for all the constructs (Hair
et al., 2014; Hair et al., 2016; Henseler et al., 2016).
To assess the discriminant validity, we
considered the cross-loading criterion, because it enables verifying the
magnitude of the loadings as well as the signs and significance of the observed
variables of each construct.
Table
2: Cross loadings and statistical significance
|
CSR |
CBC |
CR |
CBE |
Type |
SE |
P-value |
CSR_1 |
0.844 |
-0.000 |
-0.130 |
0.038 |
Reflective |
0.050 |
<0.001 |
CSR_2 |
0.748 |
-0.217 |
0.204 |
0.007 |
Reflective |
0.051 |
<0.001 |
CSR_3 |
0.833 |
0.195 |
-0.052 |
-0.045 |
Reflective |
0.050 |
<0.001 |
CBC_1 |
-0.049 |
0.806 |
0.101 |
-0.297 |
Reflective |
0.050 |
<0.001 |
CBC_2 |
-0.006 |
0.867 |
-0.232 |
0.204 |
Reflective |
0.050 |
<0.001 |
CBC_3 |
0.051 |
0.870 |
0.138 |
0.072 |
Reflective |
0.050 |
<0.001 |
CR_1 |
-0.044 |
-0.017 |
0.892 |
0.062 |
Reflective |
0.049 |
<0.001 |
CR_2 |
0.023 |
0.086 |
0.900 |
0.060 |
Reflective |
0.049 |
<0.001 |
CR_3 |
0.022 |
-0.073 |
0.855 |
-0.129 |
Reflective |
0.050 |
<0.001 |
CBE_1 |
0.148 |
0.022 |
-0.254 |
0.783 |
Reflective |
0.050 |
<0.001 |
CBE_2 |
0.003 |
0.053 |
0.054 |
0.825 |
Reflective |
0.050 |
<0.001 |
CBE_3 |
-0.065 |
-0.207 |
0.144 |
0.794 |
Reflective |
0.050 |
<0.001 |
CBE_4 |
-0.081 |
0.126 |
0.049 |
0.822 |
Reflective |
0.050 |
<0.001 |
The objective of examining the cross loadings
is to determine whether the loadings of the observed variables related to the
respective construct are greater than it or to adjacent constructs. In this
study, the loadings of the observed variables in each construct were greater
than it, with magnitudes larger than 0.708, and presented statistical
significance, as predicted by the theory (Hair et al., 2016; Henseler et al., 2016).
The path coefficients of the structural model
should be statistically significant, as well as having the signs predicted by
the theory (Hair et al., 2014).
Figure 2: Path diagram and results
of the hypothetical model
Figure 2 and Table 3 show that the path
coefficients had the signs predicted by the theory, with statistical
significance.
Table 3: Path coefficients and
statistical significance
Path Coefficients |
|||
|
CSR |
CBC |
CR |
CBC |
0.651 |
|
|
CR |
0.389 |
0.447 |
|
CBE |
0.282 |
0.328 |
0.282 |
Statistical Significance |
|||
|
CSR |
CBC |
CR |
CBC |
<0.001 |
|
|
CR |
<0.001 |
<0.001 |
|
CBE |
<0.001 |
<0.001 |
<0.001 |
Pearson’s coefficient of
determination (R²) is a predictive indicator of the model that allows analyzing
the influence of exogenous latent variables on the endogenous latent variables.
The R² value varies from 0 to 1, where by the nearer it is to 1, the more
precise the prediction will be (Hair et al., 2014). Here, these coefficients
exhibited consistent results, as shown in Table 4.
Table 4: Coefficients of determination
(R²)
CBC |
CR |
CBE |
0.424 |
0.575 |
0.620 |
6. CONCLUSION AND DIRECTIONS FOR FUTURE RESEARCH
The acceptance of all the proposed hypotheses
attests to the essential nature of corporate social responsibility, by exerting
direct and indirect impacts on corporate brand equity. In this study, besides
the direct impact on brand equity, CSR had an indirect impact by means of
corporate credibility and reputation.
CSR should not be viewed as an unrecoverable
expenditure, since it has a strong positive impact on credibility and
reputation, thus representing an investment whose fruits will be harvested in
the future. CSR affects firms’ credibility, but also exerts a strong influence
on reputation, as proposed by the theory. As mentioned earlier, corporate
reputation is a rare and valuable asset that is hard to imitate, thus making an
inestimable contribution to the formulation of business strategy.
In the case of the corporation studied here,
CSR and credibility together explained 57% of the variance of its reputation.
This result shows that the company’s social responsibility practices, which are
not limited to care for the environment according to its published reports (also
including relations with employees), have been successful, with broad national
recognition.
The impacts caused by CSR will be translated
into gains of the company, more specifically by increasing sales revenue and
decreasing costs. The stronger a firm’s reputation is, the more motivated its
employees will be, meaning higher productivity. Furthermore, by creating
psychological income, a good reputation attracts more talented job applicants,
since employees take pride in working for a company with a good reputation.
In the case here, the strengthening of the corporate
brand equity will also facilitate penetration in the international downstream
market, which is composed of customers who are increasingly exigent regarding
the environmental footprint of their suppliers. The results of this study
demonstrate that companies should not ignore social responsibility practices,
because they positively affect rare and unique assets, such as credibility and
reputation.
The study has some limitations. Chief among
them is the use of a convenience sample, which prevents generalization of the
results. Therefore, we recommend using random samples in future studies. The
sample was also limited to consumers in the Brazilian market, leaving room for
future studies including consumers from other countries.
The hypothetical model was applied to a single
company. Future studies could include other firms in the oil and gas sector, or
companies in other sectors. Finally, the study did not consider all the
dimensions of corporate social responsibility, so future works can analyze
whether the economic, legal, ethical and philanthropic dimensions have similar
or different effects on corporate brand equity.
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