Theorising the CSR-Identity Construct

Abstract

This study aims to integrate the distinct disciplines of corporate identity (CI) and corporate social responsibility (CSR), fusing these into a cohesive construct - "CSR Identity". A conceptual analysis of the meaning and management of CSR and corporate identity were drawn to develop a model to explain how the concepts of CSR and corporate identity work collaboratively. In addition, a conceptual framework highlighting the levels of integration between the concepts of CSR and corporate identity was developed. The paper further illustrates the nature of CSR Identity with the deconstruction of a CSR identity advertisement via semiotic method of analysis. The integration of these two constructs enriches and adds to the academic discourse on the relationship between the concepts of CSR and corporate identity.