THE INFLUENCE OF PERCEIVED MNE’S CSR PERFORMANCE ON CORPORATE REPUTATION AND THE MODERATING EFFECT OF CSR TYPE IN EMERGING MARKETS

• Main Author: Nurdhia Akbar, Salsabila
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/35738
• Institution: Institut Teknologi Bandung

The study is aimed to show whether perceived MNE’s CSR performance can be a factor that positively influence corporate reputation, where CSR type (“do-good” CSR vs. “do-noharm” CSR) act as the moderator on this relationship. To measure this relationship, this study focuses on the perception of stakeholders towards MNE’s CSR performance, and this study focuses on the context of emerging markets. This study is an experimental study, in which manipulated scenarios incorporating the variables perceived CSR performance of a fictional MNE and CSR type are given to participants, where the participants are asked to measure corporate reputation based on the given scenarios. The empirical analysis shows insignificant relationship between perceived MNE’s CSR performance, as well as insignificant interaction of CSR type on corporate reputation. This might be caused by the unawareness and unsupportiveness of stakeholders and the different perception of stakeholders in emerging markets towards CSR practices. Nevertheless, this study can contribute to further research regarding CSR in terms of stakeholders’ perceptions, and in regards to CSR studies in emerging markets, as well as contribute to the extension of knowledge in regards of CSR type, and its effect in the relationship between perceived CSR performance and corporate reputation.