ABSTRACT The present article uses a multi-method approach to compare two perspectives on the responsibility of corporations: the public image and the corporate self-image. Responsibility is understood as a social construct that depends on who attributes it. This also means that people can have very different perceptions of the responsibility of corporations, all of which may not be covered by typical Corporate Social Responsibility (CSR) communication. Moreover, corporate legitimacy can be at risk if these perspectives drift too far apart. This article presents a public survey (N = 1,003) that was conducted in Germany, as well as a content analysis of responsibility judgments (N = 498) communicated by selected German corporations. The multi-method study uses the example of the clothing and banking industries. Results show differences between the self- and public images, particularly when it comes to the prioritization of responsibility fields. The people surveyed emphasize legal responsibility objects much more than the analyzed corporations. In addition, the self-image communicated by the researched clothing manufacturers deviates more from their public image than the self-image communicated by the banks. The findings suggest that corporations, especially from the clothing industry, should take stronger evaluation, communication monitoring and stakeholder dialogues into account.

中文翻译：

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公司是否传达公众的期望？调查企业自我形象与公众对企业责任感的差距

摘要本文使用多方法方法来比较关于公司责任的两种观点：公众形象和公司自我形象。责任被理解为一种社会结构，取决于谁将责任归于谁。这也意味着人们对公司的责任可能会有完全不同的理解，而典型的企业社会责任（CSR）交流可能无法涵盖所有​​这些。此外，如果这些观点相距太远，则企业合法性可能会受到威胁。本文介绍了在德国进行的一次公共调查（N = 1,003），以及对部分德国公司传达的责任判决的内容分析（N = 498）。多方法研究以服装和银行业为例。结果显示出自我形象与公众形象之间的差异，尤其是在责任领域的优先排序方面。受访者比被分析的公司更强调法律责任对象。此外，与银行传达的自我形象相比，研究服装制造商传达的自我形象与公众形象的差异更大。调查结果表明，公司，尤其是制衣业的公司，应考虑进行更强有力的评估，沟通监控和利益相关方对话。研究的服装制造商传达的自我形象比银行传达的自我形象更多地偏离了公众形象。调查结果表明，公司，尤其是制衣业的公司，应考虑进行更强有力的评估，沟通监控和利益相关方对话。研究的服装制造商传达的自我形象比银行传达的自我形象更多地偏离了公众形象。调查结果表明，公司，尤其是制衣业的公司，应考虑进行更强有力的评估，沟通监控和利益相关方对话。