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The mediating role of corporate reputation, brand equity and innovation in the link between CSR and financial performance. A meta-analysis

Mohyletska, Uliana; Pak, Karina
Master thesis
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URI
https://hdl.handle.net/11250/2825382
Date
2021
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  • Master of Science [1116]
Abstract
Over the last 50 years, corporate social responsibility (CSR) programs have become

more prominent in the business world. Corporations started investing in such

programs to strengthen its’ brand and satisfy evolving customer needs.

Additionally, it is believed that a CSR-oriented strategy not only creates a good

corporate image but also brings value to a company in the form of financial benefits.

Through meta-analytical structural equation modelling, we aggregated results from

58 studies consisting of 291 correlation coefficients to examine the robustness of

the CSR-CFP relationship. Our study examines three different mechanisms

explaining how CSR positively affects the firm's short- and long-term financial

performance. We fill the gap in the existing literature by exploring the roles of

corporate reputation, brand equity and innovation as they pertain to the link between

CSR practices and financial performance. The findings of our research revealed that

CSR affects positively accounting-based FP ( profitability, sales, ROA, ROI, ROS,

etc.) through enhanced corporate reputation and brand equity. Moreover, we found

that CSR stimulates innovation and improves the reputation of a firm contributing

to increased stock returns. However, CSR does not directly lead to higher stock

performance. We conclude with a theoretical contribution, managerial implications,

limitations and guidance for future research.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2021
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Handelshøyskolen BI

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