AJOU Central Library Repository: CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES AND CORPORATE REPUTATION: EVIDENCE FROM KOREAN FIRMS

CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES AND CORPORATE REPUTATION: EVIDENCE FROM KOREAN FIRMS

Alternative Abstract: ABSTRACT This paper explores the influence of corporate social responsibility (CSR) on corporate reputation. The study builds on the stakeholder perspective to develop an argument on the relationship between CSR and corporate reputation. In particular, we employ charitable contributions and toxic emissions as proxies for CSR and shareholder returns as a proxy for reputation. With respect to data, we use the Korea Sustainability Index database. We test the hypothesis with a longitudinal sample of 60 large firms operating in major Korean industries between 2010 and 2012. The results support the main hypotheses of the study that both charitable contributions and toxic emissions have a positive relationship with corporate reputation, implying that investing in CSR activities boosts corporate reputation. The results extend the stakeholder perspective by showing that society is drawn closer to firms that contribute to charity and take an effort to reduce toxic emissions. This study also finds out that current corporate reputation is influenced by past corporate CSR activities, supporting the arguments of resource based view that current corporate social performance can be improved by developing competences and a pool of resources on the basis of past experience.

Appears in Collections:: Special Graduate Schools > Graduate School of International Studies > Department of International Business > International Business > 3. Theses(Master)

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