DIMENSIONALIDAD DE LA RESPONSABILIDAD SOCIAL EMPRESARIAL PERCIBIDA Y SUS EFECTOS SOBRE LA IMAGEN Y LA REPUTACIÓN: UNA APROXIMACIÓN DESDE EL MODELO DE CARROLL

Abstract

Marketing literature suggests that consumer perceptions of corporate social responsibility’s actions and programs could improve the image and the reputation of the firms. However, little is known about the issue. Hence to find it out, drawing from recent theoretical and empirical research, a structural relationship theoretical model was developed and subsequently empirically tested. The test was done in a mobile phone services consumption context through structural equations modeling using field survey collected data from 358 real young consumers from Valencia, Spain. Results indicate that the studied dimensions of corporate social responsibility do significantly and directly influence brand image, and that they also impacts on reputation but just in an indirect fashion. Results are discussed, and the conclusions include both academic and practitioners implications. Finally, research limitations and future research lines are presented too.