The influence of corporate social responsibility on students' emotional appeal in the HEIs: The mediating effect of reputation and corporate image

Thumbnail Image

Identifiers

URI: http://hdl.handle.net/10952/10282
ISSN: 1535-3966
DOI: 10.1002/csr.2221

Files

Corp Soc Responsibility Env - 2021 - Aledo‐Ruiz - The influence of corporate social responsibility on students emotional.pdf (1.59 MB)

Publication date

2021-11-06

Authors

Contributors

Advisors

Journal Title

Journal ISSN

Volume Title

Publisher

Metrics

relationships.isProjectOf

relationships.isOrgUnitOf

relationships.isJournalIssueOf

Abstract

The purpose of this paper is to study the influence of corporate social responsibility (CSR) over higher education institutions' (HEIs) students' emotional appeal and the effect of two mediating variables, corporate image, and reputation. A sample of 211 students surveyed was obtained, and the study was conducted using partial least squares path modeling (PLS-SEM) technique. The results showed that emotional appeal is influenced by corporate reputation, corporate image, and CSR practices. These effects are not only direct and positive but significant indirect effects are also obtained, which allow the positive effects of CSR to be heightened. This paper con- tributes to the literature on CSR considering mediating effects of corporative image and reputation in the relationship between CSR and emotional appeal. The findings provide important implications for theory and practice, indicating consistent strate- gies for competitive advantage in HEIs by achieving stakeholder engagement and new lines of research in terms of emotional marketing.

Description

The article “The influence of corporate social responsibility on students’ emotional appeal in the HEIs: The mediating effect of reputation and corporate image” (Aledo-Ruiz, Martínez-Caro & Santos-Jaén, 2022) examines how corporate social responsibility (CSR) practices implemented by higher education institutions (HEIs) affect students’ emotional appeal—their feelings of trust, admiration, and attachment toward the university. Using data from 211 university students in Spain and applying PLS-SEM analysis, the study finds that CSR positively influences students’ emotional appeal both directly and indirectly, through corporate reputation and corporate image as mediating variables. The results suggest that universities can enhance students’ loyalty and engagement by adopting socially responsible initiatives and effectively communicating them, thereby strengthening their institutional reputation and image.

Disciplines

Administración y Dirección de EmpresasCiencias de la ComunicaciónPsicología

Keywords

Corporate imageCorporate reputationCorporate social responsibilityEmotional appealHigher education institutionsPartial least square structural equation modeling (PLS-SEM)Stakeholder engagement

Type

journal article

Bibliographic citation

Aledo-Ruiz, M. D., Martínez-Caro, E., & Santos-Jaén, J. M. (2022). The influence of corporate social responsibility on students' emotional appeal in the HEIs: The mediating effect of reputation and corporate image. Corporate Social Responsibility and Environmental Management, 29(3), 578–592. https://doi.org/10.1002/csr.2221

Collections

Publicaciones

Endorsement

Review

Supplemented By

Referenced By

Creative Commons license

Attribution-NonCommercial-NoDerivatives 4.0 Internacional
Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivatives 4.0 Internacional