Does corporate social responsibility influence corporate innovation? International evidence

Whether corporate social responsibility (CSR) affects corporate innovation remains controversial in the literature. We re-examine this issue using a newly available comprehensive innovation database on 20 countries and find support for the view that CSR performance fosters innovation. This effect of CSR is reflected on corporate innovation through its environmental and social dimensions. We also show that the effect of CSR on corporate innovation is less pronounced in emerging countries, but this is driven only by the environmental dimension of CSR. Finally, in comparison to common-law countries, we report a more positive impact of CSR on innovation in civil-law countries.     

The effectiveness of nutritional information on foodservice companies’ corporate social responsibility

The objective of this study is to investigate the effect of nutritional information disclosure and healthful menu context in the relationship of nutritional knowledge and consumers’ perceived CSR toward a foodservice company. Furthermore, the relationship among CSR, brand image, attitude and purchase intention was investigated. The study was designed with scenario experimental questionnaires: 3 (different nutritional information levels: no information, calorie only and content with six segments of nutritional information) X 2 (menu context: healthy or unhealthy menu context). Confirmatory factor analyses, structural equation modelling and analysis of variance analysis were used in order to examine the study hypotheses. The results of this study indicate that consumers’ nutritional knowledge helps increase consumers’ perceived CSR which has an impact on brand image, attitude and behavioural intention, however, no moderating effects of nutritional knowledge and healthful menu context were found. Furthermore, purchase intention was significantly affected by CSR, attitude and brand image. Therefore, disclosure of nutritional information and offering healthful menu would help restaurants gain a positive CSR which also would help them to expect consumers’ favourable purchase intention.     

Does corporate internationalization affect corporate social responsibility? Evidence from China

Based on manually collected data, we investigate the effects of internationalization on corporate social responsibility (CSR) in Chinese firms. We find that the internationalization is positively related to CSR scores. The results are robust when we address the endogeneity, and use alternative measurements of the dependent and independent variables. Furthermore, we find internationalization significantly improves the CSR performance when the quality of the host country's institutional environment is better and the firms are state-owned enterprises, business-to-consumer firms, and operate in socially sensitive industries. This indicates that legitimacy is the main motive for Chinese multinational companies to engage in more CSR.     

Assurance of corporate social responsibility reports: Does it reduce decoupling practices?

Recent research shows the existence of a selective corporate social responsibility (CSR) disclosure strategy that creates a gap between CSR disclosure and actual performance. These CSR decoupling practices compromise the credibility of CSR reports and have triggered a demand for the adoption of credibility enhancement mechanisms, such as adherence to the global reporting initiative (GRI) reporting guidelines, and the external assurance of CSR reports. The effectiveness of such mechanisms is not clear, however. This paper draws on legitimacy theory and addresses the issue of symbolic versus substantive use of assurance, and compliance with GRI reporting standards, by analysing their effect on CSR decoupling using an international sample of 1,939 companies (15,219 observations from 2002 to 2017). Analysis of a sub-sample of 708 firms (3,730 observations from 2011 to 2017) also shows that the application of GRI guidelines and the specific characteristics of the assurance provider—accountant, experience and specialisation—reduce CSR decoupling practices. The results provide researchers, managers, assurance providers, investors, stakeholders and regulators with additional insight into the value of the external assurance of sustainability reports and have important managerial and policy implications.     

Does corporate social responsibility benefit society? Evidence from Latin America

This article measures the impact of firms' declaration of Corporate Social Responsibility (CSR) on education and environmental quality. We use 2006 data from the World Bank Enterprise Surveys, the sub-national Human Development Index and the World Health Organization which covers 10 countries in Latin America. We estimate Instrumental Variables regression models. We find that CSR declaration increases the probability of adopting community programs leading to a small, but significant, positive effect on education at the subnational level. Also, CSR declaration has no significant impact on our pollution measure, particulate matter, even when CSR increases the probability of adopting environmental programs.     

The impact of corporate social responsibility on customer attitudes and retention—the moderating role of brand success indicators

Although many studies report positive effects of corporate social responsibility (CSR) on customer attitudes, recent literature shows that the effectiveness of CSR initiatives critically varies among consumers, brands, and companies. Using 1375 customer responses about 93 brands in 18 industries, we examine how perceived CSR relates to customer attitudes and actual retention 2 years later, and specifically how this relationship may be contingent on brand characteristics. Our results indicate that perceived CSR can indeed compensate for the absence of a strong brand or smaller advertising budgets, but not for lack of innovativeness. Companies that simultaneously do good and innovate are rewarded with more positive customer attitudes and higher levels of customer retention.     

What makes the corporate social responsibility impact on Customer–Company identification stronger? A meta-analysis

Customer–company identification (CCI) has been highlighted as an important mechanism that explains the relationship between corporate social responsibility (CSR) and customer outcomes such as customer loyalty and word-of-mouth (WOM). However, findings on when and how this mechanism works are mixed. To uncover the viability and strength of CSR’s indirect effect on customer outcomes through CCI, we conduct a meta-analysis testing a moderated mediated framework. This analysis incorporates 237 independent effect sizes from 58,766 individuals and 86 papers to examine the indirect effect of CSR on customer loyalty and WOM through CCI, while simultaneously testing a range of substantive and control moderators. The results reveal that 1) CSR has a main effect on CCI, 2) CCI mediates the effect of CSR on customer loyalty and WOM, and 3) there are significant theoretical moderators that amplify and reduce CSR’s relationship with CCI. The paper’s year of publication and industry controversy (versus non-controversy) mitigate the relationship between CSR and CCI, while collectivism and a holistic focus augment it.     

Does family involvement explain why corporate social responsibility affects earnings management?

We investigate how family involvement in the ownership, management, or governance of a business affects its engagement in earnings management both directly and indirectly through its corporate social responsibility (CSR) activities. Using a sample of S&P 500 companies, we find that family firms tend to have higher CSR performance, which can help them to maintain legitimacy and preserve socio-emotional wealth. Family firms also engage in less accrual-based earnings management, although they are indistinguishable from non-family firms in terms of real earnings management. In contrast to previous research, we find that CSR performance is not significantly associated with either accrual-based or real earnings management behavior after we account for the effect of family involvement. Our findings suggest that the association between CSR performance and family involvement is the primary driver of the relation between CSR performance and earnings management documented in previous research.     

Does empathy matter in corporate social responsibility? Evidence from emerging markets

This paper explores how cross-country differences in empathy can explain variations in corporate social responsibility (CSR). We show that empathy is positively associated with overall CSR, as well as with its social and environmental components. Our results are robust to using the two components of empathy, empathic concern and perspective taking. Our findings are further corroborated by evidence from a quasi-natural experiment based on the 2004 Indian Ocean earthquake. We find that during the year of the disaster and the following year, firms located in countries with high levels of empathy donated more money than firms located in countries with less empathy.     

How does social trust affect corporate financial performance? The mediating role of corporate social responsibility

Prior studies assert that social trust may positively influence the economic performance of countries and firms (within those countries). This paper proposes a more nuanced mechanism whereby corporate social responsibility (CSR) mediates the relationship between country-level social trust and firm-level financial performance. Anchored in neo-institutional theory, we theorize that social trust instills norms of trustworthiness and willingness to trust others guiding individual and corporate behaviors. In order to comply with such norms and gain legitimacy, firms in high-trust society are more likely to commit to CSR activities that serve the interests of stakeholders. CSR activities, in turn, can positively influence financial performance by enabling firms to access stakeholders' resources and capabilities and to decrease transactions costs in the stakeholder relationships. We tested our theory by analyzing 9818 firm-year observations across 34 countries, during the 2006 to 2015 period. Our analysis shows the expected CSR mediation in the relationship between social trust and firm-level financial performance. Our findings are robust across different models addressing the concerns of endogeneity, alternative measures, and potential moderators.     

Does the nature of political connection matter for corporate social responsibility engagement? Evidence from China

We examine whether firms' political connection affects their corporate social responsibility (CSR) engagements and how the effects vary with different political ties, namely symbolic and material connections. These ties reflect different degrees of political embeddedness, interest alignment, network size, and monitoring with the government, and therefore impart divergent effects on managerial incentives for CSR practices. Our analysis indicates that CSR in firms with symbolic connection is much more associated with agency cost than CSR in firms with material connection. We also find that large firms with symbolic connection exhibit lower CSR performance than those with material connection, probably because the former group tends to substitute the prestige of their political capital for the goodwill associated with CSR engagement. These results show that accounting for the effects of different types of political connection on managerial incentives contributes some clarity to the debate about the compatibility of CSR with primary corporate mandates.     

Building a competitive advantage based on transparency: When and why does transparency matter for corporate social responsibility?

Customers today are increasingly demanding transparency from firms. This article discusses the concept of performance transparency and explores when and why transparency plays a key role for a firm’s corporate social responsibility (CSR) effectiveness. In doing so, it addresses consumer skepticism as the logic of the transparency-CSR interaction and presents empirical evidence of the effect. It also discusses key principles for managing performance transparency effectively. Companies should monitor and track performance transparency regularly, initiate consistent transparency practices along with CSR activities, pay attention to the types of information made available, and adapt the transparency practices to the involvement level.     

Does having women managers lead to increased gender equality practices in corporate social responsibility?

There is increasing interest in determining what impact having women in management positions may have on corporate social responsibility (CSR) initiatives. Various authors suggest that gender equality practices should be factored into the broader framework of CSR. This paper examines how the presence of women on corporate boards, in top and middle management and as heads of CSR departments, influences gender equality practices in the field of CSR. Using information collected from companies that have signed up to Women's Empowerment Principles in Spain, we show that the presence of women in the aforesaid posts has a positive impact on CSR activities with gender equality objectives. We thus supplement the justice, business and moral arguments with further arguments in support of the incorporation of women into not only corporate boards but all management positions. Finally, we provide a view of how gender equality can be included in the broader framework of CSR.     

The influence of corporate social responsibility appeals (CSRAs) on product sales: Which appeal types perform better?

This paper examines product-package Corporate Social Responsibility (CSR) messages called Corporate Social Responsibility Appeals (CSRAs) that directly convey CSR messages to shoppers on product packages. Using a multi-source dataset of more than 10 million transactions from a large grocery chain, this paper first presents a typology consisting of seven CSRA types that provide buyers functional or symbolic benefits and examines their effects on product sales. Second, the paper presents the analysis of the moderating effects of store-generated promotions (price promotions and feature advertisements) and product types (virtue and vice) on the effects of functional and symbolic CSRAs and seven CSRAs on weekly sales. Results show that functional CSRAs perform better than symbolic CSRAs and that price promotions strengthen the sales of functional CSRAs. Featured advertising was also found to positively influence the sales of Functional CSRAs, but is found to have no impact on Symbolic CSRAs. Finally, the results show that Functional CSRAs are a better strategy for virtue products than Symbolic CSRAs. This paper concludes with managerial implications, theoretical contributions, and additional findings regarding price elasticity, sales trajectory, and sales performance across product categories.     

Here or there? Consumer reactions to corporate social responsibility initiatives: Egocentric tendencies and their moderators

This research examines how consumers react to corporate social responsibility (CSR) programs that vary in geographic focus. Three experiments compare consumers' patronage of a company in response to local and distant CSR initiatives. The extant egocentrism literature suggests that a CSR activity focused locally, and thus, with greater personal relevance, should increase patronage of the company responsible for the CSR activity. Indeed, this egocentric bias, exhibited in the form of increased purchase intentions or actual choices, is found across all three studies. However, these egocentric tendencies are moderated by consumers' superordinate identities. In study 1, consumers' greater intentions to patronize a company whose CSR activity is domestic vs. foreign are moderated by their sense of global identity. In study 2, consumers' increased choices of a company whose CSR activity is in their home state vs. a distant state are moderated by levels of environmental consciousness. Finally, in study 3, increased patronage of a company whose CSR activity focuses in consumers' home city vs. a distant city depends on the salience and level of consumers' superordinate group identity.     

Where the eyes go,the body follows?: Understanding the impact of strategic orientation on corporate social performance

This research seeks to address two questions with respect to firm corporate social performance (CSP): (1) “do different strategic orientations have differential impacts on a firm's overall CSP?”; and, if so, (2) “is there an effect of a firm's strategic orientation on the types of CSP that a firm implements?” Using a unique dataset that combines survey data on firms' strategic orientations for 115 US-based firms with CSP data from MSCI-ESG, we empirically examine the impacts on CSP levels of four different firm strategic orientations: customer, competitor, interfunctional coordination, and shareholder. Our empirical analysis demonstrates that (1) firms with a stronger orientation toward customers have higher levels of CSP overall, and (2) when firms have a stronger customer orientation, we find that the firm has higher CSP levels in domains dedicated toward secondary stakeholders, while firms with a stronger shareholder orientation exhibit higher levels of CSP dedicated toward primary stakeholders.     

Do negative investor attitudes drive corporate social responsibility? Evidence from China

This study explores the association between negative investor attitudes and corporate social responsibility. We conjecture that negative investor attitudes may drive firms to engage more actively in corporate social responsibility to improve shareholder perceptions. Consistent with this expectation, we find that firms facing negative investor attitudes exhibit better CSR performance, and this association is more pronounced in firms that receive more attention from investors and attach more importance to investor relationships. Overall, this study highlights the influence of investor attitudes on corporate social responsibility and contributes to the literature on the determinants of corporate social responsibility.     

Consumers’ implicit attitudes toward corporate social responsibility and corporate abilities: Examining the influence of bank governance using the implicit association test

In studying corporate association valence for two dimensions: corporate social responsibility (CSR) and corporate abilities (CA), this paper aims to investigate how corporate governance may contribute to brand equity. Using an experimental design, this research measures implicit consumers attitudes with two implicit association tests (IAT) to assess the potential moderating effect of banks governance. In study 1, we manipulated solidarity vs. non-solidarity concept (major meaning associated with CSR) by mobilizing 116 respondents. In study 2, we manipulated performance vs. non-performance concept (major meaning associated with CA) by mobilizing 96 respondents. Results reveal that the CSR association is more positive for member-owned banks than for investor-owned banks. Conversely, the CA association is more positive for investor-owned banks than for member-owned banks. These results emphasize the role of governance in building brand equity through its impact on the valence of the brand associations.     

Consumers’ forgiveness after brand transgression: the effect of the firm’s corporate social responsibility and response

Abstract

In this article we examine the interplay between the severity of a brand transgression, consumers’ prior awareness of the firm’s corporate social responsibility (CSR) initiatives, and the firm’s response (apology vs. apologia) on the rates of forgiveness among consumers. Results of two experiments show that consumers’ prior awareness of the firm’s CSR initiatives significantly differentiates apologia from apology, with the effect of apology on consumer forgiveness being more apparent when brand transgression severity is mild. Results also show that consumer forgiveness mediates the effect of brand transgression severity, firm response, and consumer awareness on repurchase intentions. In this way, the study enables managers to determine whether or not an apology or apologia will be sufficient to solicit consumer forgiveness, using information about the levels of awareness of CSR among consumers.