Original scientific paper

https://doi.org/10.31803/tg-20200922163131

The Effect of Corporate Social Responsibility on Brand Performance with the Mediating Role of Corporate Reputation, Resource Commitment and Green Creativity

Ailar Ebrahimi Hesari orcid.org/0000-0001-5152-6166 ; Department of Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran
Elmira Shadiardehaei ; Department of Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran
Behzad Shahrabi ; Department of Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran

Abstract

Following the strategic decisions of business managers in the community, issues have been raised that lead to changes in the community. One of these issues, which is becoming increasingly important, is consideration of corporate social responsibility. Therefore, the focus of this study was the effect of corporate social responsibility on brand performance with the mediating role of corporate reputation, resource commitment and green creativity. The research method was survey. The statistical population was employees of private banks, 507 of whom participated in the study. Structural equation modelling with SMARTPLS software was used to analyse the data. The results showed the effect of corporate social responsibility is positive and significant on resource commitment, green creativity, corporate reputation and brand performance. The effect of resource commitment, green creativity and corporate reputation is positive and significant on brand performance. Brand performance will be improved if the company supports employee higher education, encourages employees to develop their skills and abilities, implements flexible policies to provide work-life balance for employees, prioritizes employee needs and demands, has plans to reduce the negative effects of the company on the environment, and participates in activities aimed at protecting and improving the quality of the environment.

Keywords

brand performance; corporate reputation; corporate social responsibility; green creativity; resource commitment

Hrčak ID:

253026

URI

https://hrcak.srce.hr/253026

Publication date:

3.3.2021.

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