The impact of corporate social responsibility on corporate reputation using Marketing as Moderate variable

Abstract

Reputation has critical role for each business organization. Without a good reputation, success is limited and the organization's long-term future is in doubt. Today organization is changing into very important issue, corporate social responsibility (CSR) being respectable by organizations through CSR activities. In this paper, the impact of CSR and marketing on corporate reputation (CR) was explored; also the role of CSR in CR building is confirmed. The methodology of this study we use a questionnaire by using Likert five-options to obtain individuals feedback. We regard 93 samples to collect data from different management level and other stuff from the companies; we received 86 questionnaires in total. The study questionnaire includes 27 queries concerning the three dimensions of the model CSR, Marketing and CR. The study finding show that marketing and CSR are playing critical role in enhance CR; also there is a significant positive relation between CSR and CR. Organizations which are more socially responsible have better retain and enhance to them CRs. Furthermore, when organizations improve reputation this can let them reach business success and goals in the long-term and vice versa. There is no specific method to make CSR contribute to reputation due to each organization; each country and each culture are operating differently. CSR have a positive impact on CR, for that CSR has to be considering while formulating organization strategy.