Does CSR disclosure enhance corporate brand performance in emerging economy? Evidence from India
Journal of Indian Business Research
ISSN: 1755-4195
Article publication date: 8 January 2021
Issue publication date: 15 July 2021
Abstract
Purpose
This study aims to delve into the influence of corporate social responsibility on the corporate brand performance of Indian business-to-business (B2B) companies.
Design/methodology/approach
The corporate social responsibility (CSR) practices have been measured through CSR disclosure index (CDI), generated by surveying annual reports/CSR reports/websites of 131 Indian B2B firms. The same was mapped to corporate brand performance of these firms, measured as customer-based corporate brand equity, which was measured through a questionnaire-survey of purchasing managers and users working in firms that are customers to the above-mentioned firms.
Findings
The result reveals the positive influence of CSR practices in shoring up corporate brand performance.
Research limitations/implications
CDI has been developed based on CSR reporting across the stakeholder groups. However, the impact has been mapped onto one stakeholder category, the customer. The sample period was only one year, and the data is cross-sectional. Future studies may investigate the long-term effect of CSR using longitudinal data on larger data sets.
Practical implications
This study will encourage Indian B2B firms to practice CSR not only for conforming to the regulatory requirements but also as a strategic tool in strengthening the competitive advantage.
Originality/value
It is the first study of its kind to evaluate the imprint of corporate social responsibility, measured based on CSR reporting by firms, on corporate brand performance. It looks into the return earned by firms from the resources invested in CSR activities.
Keywords
Citation
Sarkar, S., Chatterjee, M. and Bhattacharjee, T. (2021), "Does CSR disclosure enhance corporate brand performance in emerging economy? Evidence from India", Journal of Indian Business Research, Vol. 13 No. 2, pp. 253-269. https://doi.org/10.1108/JIBR-06-2019-0201
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited