CSR Actions in Companies and Perception of Their Reputation by Managers: Analysis in the Rural Area of an Emerging Country in the Banking Sector

Abstract

This paper tests, from a managerial point of view, the influence of Corporate Social Responsibility (CSR) actions directed towards health and environmental matters over the perception of a company's reputation. The literature review suggests an absence of this kind of study focused on the banking sector of developing countries. CSR activities oriented to health and subsistence in the rural areas of emerging countries are proved to hold a positive influence on the perception of managers of the banking sector of corporate reputation. On the other hand, it has not been possible to validate whether CSR activities oriented to environmental issues (or infrastructure) in rural areas will positively influence the perception of Peruvian banking sector managers of corporate reputation. The outcomes mentioned seem plausible due to health and subsistence being undoubtedly the most valued factors among people living in rural areas, where there are the most development deficiencies. This work contributes by empirically analyzing a relationship barely addressed in the field of business administration: the influence of CSR and corporate reputation. Furthermore, the authors take the analysis to a context unexplored by previous researchers, applying the concepts to the banking sector of an emerging country.

Sustainable Businesses Speak to the Heart of Consumers: Looking at Sustainability with a Marketing Lens to Reap Banking Consumers’ Loyalty

“…This study contributes to the contemporary literature in many ways; for instance, it enriches the existing CSR literature in the context of economic, social, and environmental dimensions, and how these dimensions are related to consumer loyalty in the banking sector, which is scarce in extant literature. Furthermore, the present study is also important because it adds to the existing CSR literature in the setting of a developing economy, whereas most of the prior studies have been conducted in developed economies [22][23][24]. The present study argues that developing economies and developed economies differentiate significantly from each other in terms of market structure, capital structure, resources, and inclination toward CSR.…”

Challenges and Benefits of Implementing Corporate Social Responsibility in MSMEs

“…The literature examining CSR practices in MSMEs could be more extensive. Some academics focus on the factors that influence CSR practices and their impact on large companies (Aqueveque et al, 2018;Brío & Bolaños, 2018;Miller et al, 2020;Rothenhoefer, 2019). Not many studies examine CSR practices in small and medium enterprises.…”

The Influence of Heuristic judgments in Social Media on Corporate Reputation: A Study in Spanish Leader Companies

“…Corporate reputation is an important quality signal, and influences evaluators' decision-making processes. Several authors point out that a good reputation is the consequence of a series of behaviors that generate a favorable relationship with the firm's main interest groups [37][38][39][40][41][42][43][44][45][46][47][48][49][50]. For this reason, it is evident that "a company with a recognized reputation is a sought-after partner to cooperate with, a place where the most talented people want to work, is trusted by its clients, and is a project in which to invest with guarantees" [37].…”

“…In business studies, several researchers pointed out that the theory of planned behavior framework is frequently described when authors investigate consumer choice, adoption behaviors, and purchase, specifically among clients but also in management contexts for companies [19,44]. For example, the theory of planned behavior has been applied mainly in hospitality to investigate client intentions in the use of corporate websites [20,21,45], tourist destinations, consumer loyalty [21,22,46], and hotel purchase intentions [23,47]; genetically modified foods in marketing literature [24,25,48]; green practices and lodging industries [26,27,49]; and travel decision-making [27,50].…”