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Glaubwürdigkeit von CSR-Konzepten – Die Einflüsse von CSR-Publizität und Corporate Identity auf CSR-Reputation

Author

Listed:
  • Anne Michaels

    (Technische Universität Ilmenau)

  • Michael Grüning

    (Technische Universität Ilmenau)

Abstract

Zusammenfassung Die vorliegende Studie untersucht empirisch den Einfluss von CSR-Publizität und Corporate Identity auf Reputation im Bereich unternehmerischer Verantwortung/Corporate Social Responsibility (CSR). CSR-Publizität, Corporate Identity und Reputation gelten als wichtige Treiber für unternehmerischen Erfolg. Wir untersuchen ihre Zusammenhänge anhand einer Stichprobe von 437 Unternehmen in Deutschland, die in zwei großen Reputationsrankings gelistet sind, englischsprachige Nachhaltigkeitsberichte veröffentlichen, und einen Fragebogen zur Messung CSRorientierter Corporate Identity beantworten. Die Nachhaltigkeitsberichte werden mit Hilfe einer automatisierten Inhaltsanalyse unter Anwendung künstlicher Intelligenz ausgewertet. Die Ergebnisse zeigen, dass CSR-Publizität und eine bestimmte Dimension von Corporate Identity, „CSR-Bewusstsein“, einen positiven Einfluss auf CSR-Reputation haben. Der Zusammenhang wird moderiert von der Interaktion zwischen CSR-Publizität und der Corporate Identity Dimension „Strategische Integration“. Unsere Ergebnisse lassen erkennen, dass strategisch ausgerichtete CSRKonzepte in ihrer Wirkung überschätzt werden, und bereits oberflächliche Ansätze ausreichen, um ökonomische und immaterielle Vorteile zu erzielen.

Suggested Citation

  • Anne Michaels & Michael Grüning, 2016. "Glaubwürdigkeit von CSR-Konzepten – Die Einflüsse von CSR-Publizität und Corporate Identity auf CSR-Reputation," Sustainability Nexus Forum, Springer, vol. 24(2), pages 179-193, November.
    • Handle: RePEc:spr:sumafo:v:24:y:2016:i:2:d:10.1007_s00550-016-0414-7
    DOI: 10.1007/s00550-016-0414-7
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    References listed on IDEAS

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