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Corporate Social Responsibility, Brand Image and Firm Reputation in Mexican Small Business

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  • Gonzalo Maldonado-Guzman
  • Sandra Yesenia Pinz¨®n-Castro
  • Cid Leana-Morales

Abstract

Several investigations are commonly found in marketing literature but there are relatively few theoretical and empirical researches that associate marketing with corporate social responsibility (CSR). There are even less empirical investigations that relate these two important constructs with firm reputation of enterprises aimed to small and medium-size enterprises (SMEs) which shows a clear void in literature regarding the existing relation between CSR activities, brand image of products or services created by enterprises and their firm reputation. For this reason, the main objective of this research paper is the analysis of the existing relation between CSR activities, firm reputation and brand image of products or services of SMEs by using a sample of 308 enterprises from Aguascalientes State. The results obtained show that CSR activities have positive and significant effects in both the firm reputation and brand image of products or services created by SMEs.

Suggested Citation

  • Gonzalo Maldonado-Guzman & Sandra Yesenia Pinz¨®n-Castro & Cid Leana-Morales, 2017. "Corporate Social Responsibility, Brand Image and Firm Reputation in Mexican Small Business," Journal of Management and Sustainability, Canadian Center of Science and Education, vol. 7(3), pages 38-47, September.
    • Handle: RePEc:ibn:jmsjnl:v:7:y:2017:i:3:p:38-47
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    References listed on IDEAS

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    1. Sylvia Maxfield, 2008. "Reconciling Corporate Citizenship and Competitive Strategy: Insights from Economic Theory," Journal of Business Ethics, Springer, vol. 80(2), pages 367-377, June.
    2. Abagail McWilliams & Donald S. Siegel & Patrick M. Wright, 2006. "Corporate Social Responsibility: Strategic Implications," Journal of Management Studies, Wiley Blackwell, vol. 43(1), pages 1-18, January.
    3. Brickley, James A. & Smith Jr., Clifford W. & Zimmerman, Jerold L., 2002. "Business ethics and organizational architecture," Journal of Banking & Finance, Elsevier, vol. 26(9), pages 1821-1835, September.
    4. François Maon & Adam Lindgreen & Valérie Swaen, 2009. "Designing and Implementing Corporate Social Responsibility: An Integrative Framework Grounded in Theory and Practice," Journal of Business Ethics, Springer, vol. 87(1), pages 71-89, April.
    5. Marjo Siltaoja, 2006. "Value Priorities as Combining Core Factors Between CSR and Reputation – A Qualitative Study," Journal of Business Ethics, Springer, vol. 68(1), pages 91-111, September.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Yifan He & Wenfang Lin & Justas Streimikis, 2019. "Linking Corporate Social Responsibility with Reputation and Brand of the Firm," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 21(51), pages 422-422.
    2. Joana Araújo & Inês Veiga Pereira & José Duarte Santos, 2023. "The Effect of Corporate Social Responsibility on Brand Image and Brand Equity and Its Impact on Consumer Satisfaction," Administrative Sciences, MDPI, vol. 13(5), pages 1-16, April.
    3. Vojislav Babic & Rossana Piccolo & Siniša Zarić, 2024. "What is the purpose of eco-corporate social responsibility in Italian companies?," International Entrepreneurship and Management Journal, Springer, vol. 20(4), pages 2611-2628, December.
    4. repec:aud:audfin:v:21:y:2019:i:51:p:422 is not listed on IDEAS
    5. Olukorede Adewole, 2024. "‘Leveraging on CSR as a tool of brand communication based on consumer’s perception with extrapolation from a novel 3-factor model," International Journal of Corporate Social Responsibility, Springer, vol. 9(1), pages 1-23, December.

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    More about this item

    Keywords

    corporate social responsibility; brand image; firm reputation; small business;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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