Demeke, Yilkal Andualem; Ra i, Jaladi
A icle
E ec s o co po a e social esponsibili y ac i i ies on
Co po a e Image: e idence om ood and be e age
indus y in Amha a Region
Cogen Business & Managemen
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esponsibili y ac i i ies on Co po a e Image: e idence om ood and be e age indus y in Amha a
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Effec s o co po a e social esponsibili y ac i i ies
on Co po a e Image: e idence om ood and
be e age indus y in Amha a Region
Yilkal Andualem Demeke & Jaladi Ra i
To ci e his a icle: Yilkal Andualem Demeke & Jaladi Ra i (2024) Effec s o co po a e
social esponsibili y ac i i ies on Co po a e Image: e idence om ood and be e age
indus y in Amha a Region, Cogen Business & Managemen , 11:1, 2316928, DOI:
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MANAGEMENT | REsEARch ARTiclE
Cogen Business & ManageMen
2024, VoL. 11, no. 1, 2316928
E ec s o co po a e social esponsibili y ac i i ies on Co po a e
Image: e idence om ood and be e age indus y in Amha a
Region
Yilkal Andualem Demeke and Jaladi Ra i
Depa men o Comme ce and Managemen s udies, andh a uni e si y, Visakhapa nam, india
ABSTRACT
E ec s o ‘co po a e social Responsibili y’ ac i i ies on co po a e image: E idence om
he Food and Be e age indus y in he Amha a Region, E hiopia, is he opic o he
esea che s’ s udy. The s udy’s main goal was o look in o how speci ic ‘co po a e social
Responsibili y’ ac i i ies a ec ed he co po a e image o a ew pa icula i ms. Finding
csR ac i i ies ha can enhance a company’s image, lea ning wha csR ac i i ies
consume s belie e a e su icien o mee he c i e ia o being socially esponsible, and
pinpoin ing ac ics ha encou age a posi i e co po a e image o he o ganiza ions
we e among he s udy’s c ucial speci ic goals. Bo h p ima y and seconda y sou ces o
in o ma ion we e employed o comple e his s udy. Mo eo e , i e ood and be e age
p ocessing companies we e chosen as a sample using a mul i-s age selec ion
me hodology. Based on he judgmen al sampling echnique, he esea che selec ed
385 sample esponden s. The cha ac e is ics ha a ec he co po a e image o ood
and be e age companies in he esea ch egion we e in es iga ed using s uc u al
equa ion modelling using sPss so wa e e sion 26 and Amos 23. Ou indings add o
pas esea ch ha has p ima ily looked a he di ec ela ionship be ween csR ac i i ies
and co po a e image. The esul s showed a subs an ial di ec e ec o csR ac i i ies,
Economic, E hical, legal, and Philan h opic esponsibili ies on co po a e image.
1. In oduc ion
Recen ly, academic esea ch and he business sec o ha e paid much a en ion o ‘co po a e social
Responsibili y’ (csR). companies u ilize csR o gain a compe i i e edge and o ge coope a i e ies wi h
s akeholde s (Tiep e al., 2021). indus ialized coun ies a e amilia wi h csR, and i s execu ion is essen-
ial o p ese ing he ecosys em o sus ainable de elopmen , which bene i s s akeholde s, socie y, he
en i onmen , and en e p ises. Though csR is becoming mo e and mo e popula in de eloping coun ies,
business csR implemen a ion is no olun a y since he po en ial bene i s o csR a e no as i mly
emphasized (Tiep e al., 2021).
in oday’s b u ally compe i i e economic wo ld, o ganiza ions a e quickly disco e ing he bene i s o
‘co po a e social Responsibili y’ (csR) as a ac ical ool o enhance hei b and image and epu a ion.
Th ough olun a y ac ions e e ed o as ‘co po a e social Responsibili y’, businesses may decide o
add ess socie al and en i onmen al challenges in addi ion o hei legal obliga ions (ca oll & shabana,
2010). The g owing in e es in csR esul s om businesses ealizing i s many ad an ages, including
g ea e consume loyal y, imp o ed b and pe cep ion, and long- e m sus ainabili y (B amme e al., 2007).
co po a e image is an o ganiza ion’s o al s anding and epu a ion in he eyes o i s s akeholde s, such
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT Yilkal andualem Demeke [email p o ec ed] Depa men o Comme ce and Managemen s udies, andh a uni e si y,
Visakhapa nam, india.
h ps://doi.o g/10.1080/23311975.2024.2316928
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
Recei ed 6 June 2023
Re ised 18 Decembe
2023
Accep ed 6 Feb ua y
2024
REVIEWING EDITOR
len Tiu W igh , De
Mon o Uni e si y
Facul y o Business and
law, Uni ed Kingdom
KEYWORDS
co po a e social
esponsibili y; co po a e
image; economic csR;
legal csR; s uc u al
equa ion modeling;
Amha a Region
SUBJECTS
Managemen Accoun ing;
Ma ke ing Managemen ;
Adminis a ion and
Managemen ;
Managemen &
O ganiza ion
2 Y. A. DEMEKE AND J. RAVi
as cus ome s, sha eholde s, employees, and he gene al public (Robe s & Dowling, 2002). i is an essen-
ial in angible asse ha signi ican ly impac s a business’s success and compe i i e edge.
The business has popula ized ‘co po a e social Responsibili y’ (csR), which s esses i ms’ social and
en i onmen al esponsibili ies. ‘csR’ ac ions a e olun a y s eps companies ake o add ess hei eco-
nomic, social, and en i onmen al impac s (ca oll & B own, 2018). Businesses mus demons a e hei csR
commi men mo e han e e o build b and and cus ome loyal y. in his ime o change, companies
mus become ci izens who es ablish a co po a e image by engaging in socially esponsible ac i i ies and
making long- e m p o i s. As weal h concen a ion ises and coun ies become inc easingly mul ina ional,
co po a ions mus ul il hei social du ies as a co po a e s a egy. csR is a s yle o doing business ha
companies mus willingly and hones ly adop o achie e long- e m economic and social success (cha &
Jo, 2019).
Acco ding o he commission o Eu opean communi ies, mos de ini ions o ‘co po a e social
Responsibili y’ sugges ha co po a ions olun a ily inco po a e social and en i onmen al issues in o
hei ope a ions and s akeholde ela ionships (Eu opean commission. Di ec o a e-Gene al o Employmen ,
2001). E en i sMEs and coope a i es p ac ise socially esponsible business, la ge businesses d i e he
‘co po a e social Responsibili y’ no ion (Eu opean commission. Di ec o a e-Gene al o Employmen ,
2001). A company’s social Responsibili y includes socie y’s economic, legal, e hical, and disc e iona y obli-
ga ions (ca oll, 1979). The ‘co po a e social Responsibili y’ ac i i ies o economic, legal, and philan h opic
co po a e social du ies g ea ly a ec ed he i m image (cha & Jo, 2019). Many companies now p ac ise
csR. Today’s businesses seek csR bene i s. csR ac i i ies can boos s akeholde s and public pe cep ion
o he company (s oyano , 2017).
Acco ding o Zhang e al. (2020), csR was ound o inc ease co po a e image among se ice supplie s.
i se ice companies enhance csR, cus ome s will like hem. A e ho ough esea ch on each csR com-
ponen , all ou economic, e hical, legal, and philan h opic Responsibili y hypo heses we e accep ed
(Zhang e al., 2020). This s udy, which employed Amha a Region ood and be e age indus y da a, will
add o he knowledge o csR’s in luence on co po a e image. O ganiza ions can lea n how hei csR
ac ions can posi i ely impac consume iews and b and image by assessing cus ome happiness. This
s udy will help o ganiza ions imp o e hei epu a ion h ough csR.
in conclusion, he ood and be e age indus ies’ co po a e image egula ly all sho o expec a ions.
The esea ch showed he s ong ela ionships be ween csR and ci bu did no accu a ely e lec he
s a e o hese companies’ co po a e image. in es iga ing how co po a e social esponsibili ies a ec co -
po a e image will he e o e gi e a lesson o cu en ood and be e age p ocessing co po a ions a lesson
and enable hem o make necessa y adjus men s.
Al ubaiee e al. a gue ha company image in luences consume alue. Thus, consume alue and
co po a e image a e complemen a y. The e o e, business image a ec s cus ome alue and ice e sa. A
s udy (lee, 2014) ound ha each csR ac ion has a dis inc e ec on business image, in luencing co po-
a e pe o mance. csR is also necessa y o a posi i e co po a e image (cha & Jo, 2019). Rei e a ing hei
csR can boos b and c edibili y. social Responsibili y and in ol emen imp o e co po a e image s a is i-
cally; his implies ha ‘co po a e social Responsibili y’ may boos image (huang & lien, 2012). huang
and lien (2012) ound ha ew i ms ully emb ace csR. The s udy concluded ha he indus y’s csR
implemen a ion had oom o imp o emen . Mos su eyed companies a e unawa e o en i onmen al
p o ec ion. These s udies show ha csR inc eases o ganiza ional pe o mance and image. ‘co po a e
social Responsibili y’ (csR), which co po a ions oday use o imp o e hei image and epu a ion, is a
c ucial pa o business s a egy. Despi e csR’s g owing popula i y and po en ial bene i s, csR’s e ec s
on business image need deepe s udy.
Ea lie s udies also sugges ha a csR model o he ood and be e age sec o hasn’ been de eloped.
This s udy ies o ackle he issues s a ed by e iewing he li e a u e and doing empi ical esea ch o
p o ide a holis ic unde s anding o he nume ous aspec s a ec ing a company’s co po a e image. This
s udy is signi ican because o i s addi ion o academic knowledge, applicabili y o co po a e
decision-making, con o mance o changing socie al s anda ds, and suppo o he business case o csR.
This s udy should inspi e mo e e hical and ecologically iendly business p ac ices ha bene i i ms,
clien s, and socie y.
cOGENT BUsiNEss & MANAGEMENT 3
Resea ch ques ions
RQ01: Wha is he impac o ‘Economic Responsibili y’ on co po a e image in he Food and Be e age indus y?
RQ02: how does ‘E hical Responsibili y’ in luence co po a e image in he Food and Be e age indus y?
RQ03: Wha is he ela ionship be ween ‘legal Responsibili y’ and co po a e image in he Food and Be e age
indus y?
RQ04: how does ‘Philan h opic Responsibili y’ A ec co po a e image in he Food and Be e age indus y?
2. Li e a u e e iew and hypo heses de elopmen
2.1. Unde pinning heo ies
s akeholde , a ibu ion, and social iden i y heo ies a e ho oughly examined in he s udy’s heo e ical
e iew po ion. A possible impac on he co po a e image is made wi h a ocus on economic, e hical,
legal, and philan h opic esponsibili ies. By combining hese iewpoin s, we sough o p o ide a ho -
ough unde s anding o he complex in e ac ions be ween ‘co po a e social Responsibili y’ ac i i ies and
co po a e image. in o de o in es iga e he links be ween csR ac i i ies and co po a e image, his s udy
uses a mul i- heo e ical app oach.
The s akeholde heo y s a es ha en e p ises should conside he equi emen s o all pa ies ha can
a ec hei ope a ions and decisions. F eeman de ines s akeholde s as ‘any g oup o indi idual who can
a ec o is a ec ed by he achie emen o he o ganiza ion’s objec i es’ (F eeman, 1984). Acco ding o a
s udy, in e ac ing wi h s akeholde s and conside ing hei opinions helps o ganiza ions es ablish e ec i e
and long-las ing csR p ac ices (Mi chell e al., 1997). s akeholde s in luence company pe cep ion s ake-
holde s, clien s, employees, in es o s, and he public in luence a company’s epu a ion and image. W ong
imp essions o a gumen s wi h s akeholde s can hu a company’s epu a ion, whe eas posi i e s ake-
holde engagemen can boos i . s akeholde s e alua e he company based on csR, mo ali y, anspa -
ency, and esponsi eness (Bha acha ya e al., 2009).
Acco ding o s udies, cus ome s e alua e csR p ac ices based on pe cei ed mo i a ions. Acco ding o
a ibu ion, cus ome s may suppo a company’s csR p og ams o e hical, s a egic, o socie al easons
(sen e al., 2006). cus ome s’ mo i a ions decide how au hen ic and c edible csR p ac ices a e, which
a ec s hei eelings and beha iou owa d he o ganiza ion. cus ome a ibu ions a e c ucial o csR
e ec i eness and impac . Acco ding o he p inciple o a ibu ion, a ings and suppo imp o e when
cus ome s a ach in e nal mo i es (such as ac ual ca ing) o a company’s csR ac i i ies. A ibu ing ou -
side easons, like sel ish o s a egic ones, may engende suspicion and diminish suppo (Du e al.,
2007). cus ome s’ eason a ibu ions a ec hei opinions, buying in en ions, and loyal y o a company’s
csR ac i i ies.
social iden i y heo y s udies how g oup membe ship and social ca ego iza ion a ec sel -iden i ica ion.
social iden i y heo y s a es ha people’s beha iou and a i udes a e shaped by hei desi e o main ain
a posi i e social iden i y. social iden i y heo y emphasizes compa ison, ca ego iza ion, and iden i ica ion.
social ca ego iza ion in ol es classi ying onesel and o he s. social iden i ica ion is adop ing a g oup’s
alues. social compa ison in ol es compa ing one’s g oup o o he s o p omo e sel -es eem and main-
ain a posi i e social iden i y (sen & Bha acha ya, 2001).
csR can a ec cus ome iden i y by c ea ing a social ca ego iza ion and iden i ica ion amewo k.
When a company ac s socially esponsibly, cus ome s may iden i y wi h he b and and i s alues and
suppo i s csR ac i i ies. Acco ding o sen and Bha acha ya (2001), csR p og ammes can imp o e cus-
ome s’ sel -es eem and align hem wi h he company’s alues and humani a ian e o s. csR impac s
cus ome pe cep ion. cus ome s iew csR-engaged o ganiza ions as mo e us wo hy, epu able, and
socially esponsible, acco ding o esea ch (sen & Bha acha ya, 2001). Taj el and Tu ne (1986) said, ‘csR
e o s can imp o e cus ome s’ pe cep ions o he company’s p oduc s and se ices and hei gene al
a i udes and in en s.’ When csR and cus ome alues align, cus ome loyal y and company-cus ome
ela ions inc ease. This concep holds ha o ganiza ions shape people’s iden i ies. csR p og ams can
4 Y. A. DEMEKE AND J. RAVi
boos cus ome sa is ac ion and business image by c ea ing a sha ed iden i y be ween he company and
i s cus ome s (Taj el & Tu ne , 1986).
The e o e, s akeholde heo y helps us unde s and why s akeholde s’ in e es s and conce ns ma e in
o ganiza ional decision-making. cus ome s assign mo i es and in en ions o csR e o s using a ibu ion
heo y. social iden i y heo y explains how csR a ec s cus ome iden i y and a i udes. These heo ies
ha e shown ha ‘co po a e social Responsibili y’ ac i i ies a ec he co po a e image.
2.2. In oduc ion
This s udy examines he e ec o csR p ac ices on co po a e image, allowing o ganiza ions o design
s a egies o imp o e hei image.
2.3. Co po a e Social Responsibili y
Mo ally p omo ing economic ad ancemen is ‘co po a e social Responsibili y’ (DWBcsD, 1999). The OEcD
calls ‘co po a e social Responsibili y’ Business con ibu ion o sus ainable de elopmen . Thus, i ms mus
balance sha eholde ea nings, employee compensa ion, consume goods and se ices, and socie al and
en i onmen al alues (Go don, 2001).
‘co po a e social Responsibili y’ inco po a es socie y’s expec a ions o co po a ions’ economic, legal,
e hical, and disc e iona y gi ing pe o mance (philan h opy). Acco dingly, decision-make s mus ac in
ways ha bene i hemsel es and socie y (ca oll & Buchhol z, 2008). Dahls ud examined 37 csR de ini-
ions and iden i ied i e p ima y dimensions: s akeholde , social, economic, en i onmen al, and mo i a-
ion o pu sue csR (Dahls ud, 2008).
csR is a company’s mo ali y owa d s akeholde s. howe e , ‘co po a e social Responsibili y’ has se e al
meanings and is no de ined (hopkins, 2012). Businesses can inc ease p o i s and consume appeal by
suppo ing social de elopmen . Many companies ope a e e hically. Acco ding o csR, companies mus
p o ec s akeholde s, he en i onmen , and socie y (Riano & Yako le a, 2019).
las , Maignan and Fe ell (2000) de ined csR as ‘ he ex en o which Businesses mee he economic,
legal, e hical, and disc e iona y esponsibili ies imposed on hem by hei s akeholde s.’ This de ini ion is
employed as he measu e o csR in his s udy.
2.4. Economic esponsibili y o CSR and co po a e Image
ca oll de ined csR as ‘ he economic, legal, e hical, and disc e iona y (philan h opic) expec a ions
ha socie y has o co po a ions a a gi en ime’ (ca oll, 1991; Jamali & ca oll, 2017). Businesses
se e socie y inancially. Acco ding o his Au ho , i may seem unusual o iew an economic need
as a social obliga ion, ye socie y expec s and demands ha economic Responsibili y be able o
sus ain i sel . Businesses ha e always supplied socie y’s needs. The socie y p omo es p o i s;
Value-added companies make money o all s akeholde s. P o i s boos business g ow h when ein-
es ed (ca oll, 1991; Jamali & ca oll, 2017). cEOs, manage s, and business owne s say ROi and
p o i abili y d i e success. Mos economies alue company p o i s. companies use a ious
cos -e ec i e echniques o mee hei inancial obliga ions. Re enues, cos -e ec i eness, in es -
men s, ma ke ing, s a egies, ope a ions, and o he p o essional p inciples inc ease he company’s
long- e m inancial pe o mance. Economic pe o mance and sus ainabili y a e i al in oday’s com-
pe i i e global co po a e clima e. When hei businesses ail, any new liabili ies a e i ele an .
compe i i e business en i onmen s necessi a e economic accoun abili y.
Kim e al. (2020) say csR ope a ions p o i om appealing p oduc s and se ices. cus ome s wan
cheap, good p oduc s. Businesses can p ac ice economic csR by ul illing and exceeding cus ome expec-
a ions. comme cial ac i i ies may dis ega d he en i onmen o human igh s. Economic csR should be
ma ke ed as a desi able solu ion o a i m’s social and en i onmen al challenges, no only as a ma ke ing
s a egy o inancial gain.
cOGENT BUsiNEss & MANAGEMENT 5
ca oll (1991) sugges ed me ging ou accoun abili ies: economic, e hical, legal, and cha i able (engag-
ing in olun ee ac i i ies). ca oll (1991) no ed csR ad an ages may ha m s akeholde s. The esea che
p esen s he ollowing hypo hesis based on he p e ious s udy and ca oll’s (1991) ou ‘co po a e social
Responsibili y’ componen s. P o i s a e encou aged by socie y, and alue-added businesses gene a e
p o i s o all pa ies in ol ed. P o i s, when ein es ed, accele a e co po a e g ow h (ca oll, 1991; Jamali
& ca oll, 2017). ROi and p o i abili y, acco ding o cEOs, manage s, and business owne s, a e c ucial o
success. csR balances social and economic goals o ad ance socie y (ca oll & shabana, 2010). Vi ilai e
and Dauba ai e (2011) poin ou ha scien is s and ma ke e s emphasize csR in consume decision-making.
since social Responsibili y is g owing mo e popula globally, csR is c ucial in building an a ac i e co -
po a e image, deli e ing compe i i e ad an age and o iginali y, and con ibu ing o i m success by
emphasizing he chosen opic. These s udies unde line he need o u he in es iga ion o enhance
co po a e image ega ding economic-based ‘co po a e social Responsibili y’. Based on he li e a u e
e iew p o ided, he esea che s p oposed he ollowing hypo hesis.
h1. Economic Responsibili y (EcsR) posi i ely in luences co po a e image (ci)
2.5. Legal esponsibili ies o CSR and co po a e Image
En e p ises a e legal and go e ned by socie y. These essen ial p inciples, including ules and egula ions,
explain c i ical e hical business ac i i y de e mined by ede al, s a e, and municipal legisla o s and cons i-
u e socie y’s ‘codi ied e hics.’ companies mus obse e hese ules. Today’s i m o ganiza ional cha s ea-
u e compliance o icials (ca oll, 1991; Jamali & ca oll, 2017). P oduc , ood, and ing edien disclosu e ules
apply o ood se ice businesses. E hical and legal csR is mo e impo an han e e in a ma ke ha p izes
s ong consume ela ionships. To ul il hei social Responsibili y, i ms ha e dona ed o o ganiza ions o
suppo ed cha i able e en s, p o iding hei employees wi h mo e signi ican bene i s (Kim e al., 2020).
csR enhances business image, se ice quali y, and pu chasing in en ions, acco ding o huang e al.
(2014). co po a ions mus ollow he law and p o ec sha eholde s, cus ome s, supplie s, go e nmen s,
and he en i onmen . helping mino i ies and humani a ian ac i i ies can s eng hen a company’s image.
csR a ec s co po a e image, bu no s a egy exis s o cha i y s. csR. socially esponsible en e p ises
mus mee economic and legal no ms o ul il mo al and cha i able obliga ions (Vi ilai e & Dauba ai e,
2011). company ac i i ies a ec co po a e image. Addi ionally, acco ding o a s udy by Mousiolis e al.
(2015), social Responsibili y boos s a company’s epu a ion and b and image, boos s sales, os e s
employee engagemen and loyal y, boos s p oduc i i y, aises quali y, and has o he ad an ages. Based
on he discussions he e and hei insigh s, he esea che s de eloped he ollowing hypo hesis:
h2. legal Responsibili y (lcsR) posi i ely in luences co po a e image (ci)
2.6. E hical esponsibili ies o CSR and co po a e Image
Acco ding o Jamali and ca oll (2017), socie y has legi imized en e p ises and es ablished hei essen-
ial ules. These basic p inciples, which include ules and egula ions, desc ibe necessa y e hical co po-
a e conduc de e mined by ede al, s a e, and municipal legisla o s and ep esen socie y’s ‘codi ied
e hics.’ Businesses mus ollow hese ules o ope a e. Today, compliance o ice s a e p ominen in com-
pany o ganiza ional cha s (ca oll, 1991; Jamali & ca oll, 2017). Food se ice businesses mus obse e
p oduc sa e y, ood sa e y, and ing edien disclosu e laws. E hical and legal csR is mo e c ucial han
e e in a ma ke ha alues s ong consume ela ionships. To ul il hei social Responsibili y, compa-
nies ha e dona ed o o ganiza ions o suppo ed cha i able e en s, gi ing hei employees mo e ben-
e i s (Kim e al., 2020). Aluko e al. (2017) claim ha csR is an ex e nal ma ke ing and communica ion
ole ha can boos business image and p es ige among ex e nal audiences, pa icula ly hos commu-
ni y inhabi an s. The s udy ound ha company esponsi eness o socie y gi es hos communi y mem-
be s a sense o socie al pa icipa ion and helps hem ealize he i m app ecia es hem. The s udy
ound ha gene osi y boos s a company’s epu a ion. ‘co po a e social Responsibili y’ is a c i ical
6 Y. A. DEMEKE AND J. RAVi
s a egic ool o i ms seeking a compe i i e edge and a posi i e public image o de elop las ing
pa ne ships wi h hos communi ies.
csR may boos b and image; as P oduc ion e al. (2020) claimed, cus ome sa is ac ion, business ep-
u a ion, and us d i e consume loyal y and buying in en ion. csR p omo es business and socie y
(P oduc ion e al., 2020). Based on he insigh gained om his discussion, he esea che s o mula ed
he ollowing hypo hesis:
h3. E hical Responsibili y (ETcsR) posi i ely in luences co po a e image (ci)
2.7. Philan h opic esponsibili ies o CSR and co po a e Image
co po a ions dona e philan h opically, and Volun ee ing is co po a e philan h opy (ca oll, 1991).
co po a e gene osi y is disc e iona y. Businesses and consume s ole a e olun ee wo k; Businesses
engage in immo al social beha iou . E hical companies gi e and desi e mo ali y; hese companies mus
‘gi e back.’ Business-socie y links demons a e ha co po a ions mus ac like humans oday. Many com-
panies o e cash gi s, dona ions o goods and se ices, employee and managemen olun ee ism, com-
muni y de elopmen , and o he ad hoc s akeholde con ibu ions. Mos i ms dona e o good ci izenship
o he company’s epu a ion. since business p esen s a e une hical, he ou -pa model’s e hical and
philan h opic ca ego ies di e . socie y expec s such gi s bu does no label co po a ions ‘une hical’
based on how much hey dona e o i hey p o ide enough.
co po a ions dona e olun a ily; his is ‘co po a e ci izenship.’ howe e , csR encompasses cha i y.
Finally, he ou -pa csR pa adigm add esses public expec a ions o co po a e economic, legal, e hical,
and philan h opic beha iou . Business mus be e hical, legal, and p o i able. socie y ‘needs’ co po a e
legal accoun abili y no only bu also socie y ‘expec s’ comme cial e hics (ca oll, 1979, 1991). The e o e,
his ou -ca ego y de ini ion may change. Finally, i ms mus dona e and olun ee (Kim e al., 2020).
co po a e csR mus mee public, social, human, and en i onmen al needs.
Non-p o i companies sell mo e public bene i e en ad e ising always sell. Philan h opic obliga ion
ou pe o med he o he h ee csR cha ac e is ics (huang e al., 2014). Acco ding o hese au ho s, sug-
ges s ha i i ms sponso philan h opic and mino i y g oups, pa icipa e in public wel a e, a is ic, and
cul u al e en s, enhance he local en i onmen h ough co po a e olun ee s, o dona e esou ces,
socie y will ecognize hei hones y. Fi ms should encou age gi ing. las ly, om his discussion, esea ch-
e s o mula e he ollowing hypo hesis:
h4. Philan h opic Responsibili y (PcsR) posi i ely in luences co po a e image (ci)
2.8. Co po a e Image
Despi e ex ensi e esea ch, he concep s emain con using; li e a u e ypically in e changes co po a e
iden i y and image. These examples show hese no ions’ con usion (shee & Ab a , 1989). E e y company
has a pe sonali y, and hese dis inguish one o ganiza ion om ano he . cha ac e ai s indica e hese
cues shape audiences. Oli e desc ibes co po a e image as s akeholde epu a ion. E hical and socially
esponsible csR p og ams inc ease i m image (Oli e , 1980).
‘co po a e image’ is a company’s public image. schola s ha e de ined he ambiguous concep .
(Boulding, 1956) images e lec a pe son’s knowledge-based subjec i e consciousness. insu icien da a
may ha e caused hese opinions. shee and Ab a (1989) explo ed human ac o s like co po a e iendli-
ness. in Mazza ol (1998), cus ome s buy based on a company’s image.
co po a e image is unc ional and emo ional, based on pu chasing/consump ion expe ience. The p ac-
ical componen is ac ual and quan i iable, whe eas he emo ional pa is psychological. O ganiza ional
in e ac ions and unc ional image indica o da a p ocessing p oduce hese eelings (Tang e al., 2007).
Thus, clien s e alua e co po a e ai s o o m a co po a e image.
compe i i e ma ke s make he company image mo e impo an ; because o his, commodi y and se -
ice alues a e compe ing and na owing. Thus, company image ma e s mo e. co po a e image a ec s
cOGENT BUsiNEss & MANAGEMENT 7
b and choice (Ček, 2016). clien s alue image and epu a ion in compe i i e ma ke s. Businesses com-
pe e o b and and epu a ion. A posi i e co po a e image boos s a company. s ong b ands a ac ,
keep, and expand cus ome s.
Nguyen and leblanc belie e ha cus ome s’ expe iences, a i udes, ideas, and expe ise in luence he
company’s name, adi ions, ope a ional isions, and p oduc and se ice o e ings (Nguyen & leblanc,
2001). Tang e al. (2007) de ines co po a e image as he cus ome ’s whole o e ing o o ganiza ions and
he public’s imp essions o a ious o ganiza ions. co po a e image imp o es a i m image: ma ke ing,
a ge ma ke eedback, and co po a e image (Vi ilai e & Dauba ai e, 2011).
2.9. The concep ual amewo k
co po a e image, compe i i e ad an age, and comme cial success depend on ‘co po a e social
Responsibili y’ (Vi ilai e & Dauba ai e, 2011). co po a ions can imp o e hei image by ollowing he law
and suppo ing cha i able causes (huang e al., 2014). No csR-ci s a egy exis s. socially esponsible
businesses mus mee legal and economic no ms. Ma ke ing, co po a e iden i y, and indi idualism com-
p ise co po a e image. co po a e image alues ‘co po a e social Responsibili y’ bu no mos (Vi ilai e &
Dauba ai e, 2011). ‘co po a e social Responsibili y’ s akeholde s gain om e hical, legal, and cha i able
accoun abili y (ca oll, 1991). ‘co po a e social Responsibili y’ boos s business pe o mance, b and image,
and compe i i eness.
li e a u e uses co po a e iden i y and image in e changeably, ye hey a e ela ed (shee & Ab a ,
1989). csR boos s co po a e epu a ion, compe i i eness, and success (Vi ilai e & Dauba ai e, 2011).
co po a ions can also imp o e hei image by ollowing he law and dona ing o cha i able causes
(huang e al., 2014). sa is ac ion is based on p oduc pe o mance agains expec a ions. Resea ch demon-
s a es an asymme y be ween p oduc pe o mance, expec a ions, and cus ome sa is ac ion, in luencing
b and loyal y (Kelle , 2016). cus ome happiness d i es csR and image (Oli e , 1997). cus ome sa is ac-
ion inc eases (Ala i & hasoneh, 2012). cus ome sa is ac ion impac s co po a e image h ough csR.
These s udies emphasize he signi icance o unde s anding he ela ionships be ween co po a e image
and economic, legal, e hical, and philan h opic esponsibili ies. This s udy ocuses on se e al a iables o
examine he elemen s ha a ec co po a e image, including economic esponsibili y-based csR, legal
esponsibili y-based csR, e hical esponsibili y- ela ed csR, and philan h opic esponsibili y- ela ed csR,
as p esen ed in (Figu e 1). Filling in hese knowledge gaps and limi a ions can imp o e esea ch unde -
s anding o he ood and be e age indus y image dynamics and p o ide in o ma ion o c ea ing e i-
cien policies and s a egies ha will encou age sus ainable g ow h and s abili y.
3. Resea ch me hodology
3.1. Resea ch design and s a egy
Design a ec s esea ch goals and ques ions (Adams e al., 2012). i is a mas e plan o Da a collec ion
and analysis. This s udy was desc ip i e and explana o y. This s udy hen c i ically in es iga ed how csR
a ec s company image in he s udied domains. second, he s udy examined how csR ac ions a ec
company image using explana o y ac o s.
Figu e 1. Concep ual amewo k.
14 Y. A. DEMEKE AND J. RAVi
ho ough li e a u e analysis, in es iga ion o ele an ideas, and c ea ion o hypo heses. The esea ch’s
conclusions shed ligh on how csR and co po a e image in e ac , o e ing aluable knowledge o Theo y
and p ac ice. The s udy’s hypo heses we e con i med by empi ical da a, which showed a bene icial con-
nec ion be ween csR and business epu a ion. Acco ding o he indings, businesses pa icipa ing in csR
ac i i ies a e mo e likely o imp o e hei epu a ion and b and. This s udy’s conclusions ha e se e al
applica ions o manage s and o ganiza ions. The indings unde sco e he need o inco po a e csR in o
business ope a ions and s a egies. The s udy also emphasizes how c ucial i is o businesses o ell hei
s akeholde s and cus ome s abou hei csR ac i i ies. i is c i ical o ecognize he es ic ions on his
esea ch in es iga ion. The indings’ limi ed gene alizabili y may be due o hei eliance on a pa icula
se ing and sample. To u he alida e and build upon he conclusions o his s udy, u u e esea ch can
look a a ious ma ke s, places, and clien segmen s. As a esul , his esea ch s udy on he e ec s o csR
on co po a e image has con ibu ed signi ican ly o ou unde s anding o he bene icial ela ionship
be ween csR and co po a e image. These indings p omo e he de elopmen o success ul csR s a egies
ha imp o e co po a e epu a ion and image by adding o heo e ical unde s anding and p ac ical
applica ions.
5. Implica ions and u he esea ch
The esea ch s udy on he e ec s o ‘co po a e social Responsibili y’ (csR) on co po a e image has a -
ious consequences and sugges s a eas o u he esea ch. These consequences and oppo uni ies o
u u e inqui y a e ou lined below:
Figu e 2. s uc u al model.
Table 7. s uc u al model esul s.
Hypo hesized Rela ionship s anda dized es ima es - alue p- alue Decision
economic Responsibili y-> Ci .582 7.556 *** H1 accep ed
e hical Responsibili y-> Ci .566 7.449 *** H2 accep ed
Legal Responsibili y-> Ci .512 7.982 *** H3 accep ed
Philan h opic Responsibili y-> Ci .521 7.070 *** H4 accep ed
R-Squa e
Co po a e image .43
Model Fi
CMin/d = 1.270, Li = .968, CFi = .972, sRMR = .0452, and RMsea = .029
*= p<.010, **= p<.005, *** = p < 001.
Sou ce: Resea che ’s analysis.
cOGENT BUsiNEss & MANAGEMENT 15
5.1. Theo e ical implica ions
The cFA con i ms he alidi y o he measu emen model used in his s udy. i demons a es ha he
selec ed i ems app op ia ely measu e he unde lying cons uc s o ‘Economic Responsibili y, E hical
Responsibili y, legal Responsibili y, Philan h opic Responsibili y,’ and co po a e image. The s udy’s ind-
ings con ibu e o unde s anding how consume s pe cei e companies based on hei csR ac i i ies. The
posi i e ela ionships be ween csR dimensions and co po a e image imply ha consume s alue and
ecognize esponsible business p ac ices.
The s udy highligh s he signi ican impac o csR ac i i ies on co po a e image. By p io i izing csR,
companies can enhance hei epu a ion and imp o e consume pe cep ions, ul ima ely in luencing hei
compe i i e ad an age in he ma ke .
5.2. Manage ial implica ions
This s udy’s indings unde line he signi icance o inco po a ing csR in o business s a egy. To boos he com-
pany’s epu a ion, manage s should design comp ehensi e csR ac i i ies ha a e connec ed wi h o ganiza-
ional objec i es and cus ome expec a ions. Businesses need o ell cus ome s and s akeholde s abou hei
csR ac i i ies. c ea ing open and anspa en lines o communica ion can boos cus ome unde s anding, com-
p ehension, and pe cep ion o csR ac i i ies, u he enhancing he company’s epu a ion.
5.3. Fu u e di ec ions
This esea ch conduc ed a c oss-cul u al s udy o in es iga e how csR e o s a ec co po a e image.
hence, acking he long- e m e ec s o csR ac i i ies on company image h ough longi udinal s udies
would gi e in o ma ion abou he long- e m consequences o csR and how hey change o e ime. To
conclude, examining how csR a ec s a company’s epu a ion and cus ome sa is ac ion om he iew-
poin s o a wide ange o s akeholde s, including i s employees, in es o s, and communi ies.
Disclosu e s a emen
No po en ial con lic o in e es was epo ed by he au ho (s).
Abou he au ho s
Yilkal Andualem Demeke is an accomplished au ho wi h a p o ound in e es in En ep eneu ship,
s a egic Managemen , Ma ke ing, co po a e social Responsibili y, leade ship, and human Resou ce
Managemen . Wi h a obus po olio, Yilkal has conduc ed ex ensi e esea ch, yielded di e en
schola ly wo ks and published mo e han i e manusc ip s ac oss a ious epu able jou nals.
Th ough hese accomplishmen s, Yilkal showcases a deep unde s anding o business and manage-
men in icacies, making signi ican con ibu ions o he ield’s ad ancemen . his dedica ion o
explo ing and enhancing a ious ace s o business e lec s a passion o d i ing inno a ion and
sus ainable p ac ices.
P o esso Jaladi Ra i holds an imp essi e academic backg ound wi h a Mas e o comme ce, a Mas e o Business
Adminis a ion, and a PhD in comme ce and Managemen s udies. his expe ise spans comme ce, Managemen ,
human Resou ce Managemen , En ep eneu ship, and Ma ke ing s a egies, e lec ing a di e se and comp ehensi e
unde s anding o business p inciples and p ac ices.
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