Corporate Social Responsibility for Takaful industry's branding image

Muhamad Fazil Ahmad, Siti Zakiah Melatusamsi, Rosmawati Md Rasit, Norzita Yunus, Norhayati Rafidah

Research output: Contribution to journalArticle

Abstract

This study attempts to confirm the likelihood of Corporate Social Responsibility (CSR) activities giving different effects on brand image components and whether corporate reputation mediates these effects. Four action-based types of CSR, namely the economic, legal, ethical and philanthropic, were analyzed and tested in this study. This study employs quantitative method of analysis whereby the participants were exposed to different treatments and the brand image was divided into an affective, specific and generic cognitive elements. A total of 327 (N=2110) stakeholders of Takaful; the agents/operators in Kuala Terengganu, Malaysia were involved. Using the Structural Equation Model analysis, the affective component of the brand image showed a greater impact on the commitment towards the four types of CSR as compared to the others. The results revealed that the economic and philanthropic CSR activities significantly led to a more positive level of both brand image components and corporate reputation management than legal and ethical CSR activities. In addition, brand image has positively influenced the betterment of corporate reputation management. These findings have significant implications for future research directions in the corporate communication perspective.

Original languageEnglish
JournalJurnal Pengurusan
Volume46
StatePublished - 2016

Fingerprint

Corporate social responsibility
Economics
Ethical
Industry
Branding
Quantitative methods
Stakeholders
Operator
Malaysia
Structural equation model

Keywords

  • Brand image
  • Corporate reputation
  • Corporate Social Responsibility
  • Takaful

ASJC Scopus subject areas

  • Business, Management and Accounting (miscellaneous)
  • Accounting
  • Business and International Management

Cite this

Ahmad, M. F., Melatusamsi, S. Z., Rasit, R. M., Yunus, N., & Rafidah, N. (2016). Corporate Social Responsibility for Takaful industry's branding image. Jurnal Pengurusan, 46.

Corporate Social Responsibility for Takaful industry's branding image. / Ahmad, Muhamad Fazil; Melatusamsi, Siti Zakiah; Rasit, Rosmawati Md; Yunus, Norzita; Rafidah, Norhayati.

In: Jurnal Pengurusan, Vol. 46, 2016.

Research output: Contribution to journalArticle

Ahmad, MF, Melatusamsi, SZ, Rasit, RM, Yunus, N & Rafidah, N 2016, 'Corporate Social Responsibility for Takaful industry's branding image' Jurnal Pengurusan, vol 46.

Ahmad, Muhamad Fazil; Melatusamsi, Siti Zakiah; Rasit, Rosmawati Md; Yunus, Norzita; Rafidah, Norhayati / Corporate Social Responsibility for Takaful industry's branding image.

In: Jurnal Pengurusan, Vol. 46, 2016.

Research output: Contribution to journalArticle

@article{daf95d01ef244422910094d99258cd12,
title = "Corporate Social Responsibility for Takaful industry's branding image",
keywords = "Brand image, Corporate reputation, Corporate Social Responsibility, Takaful",
author = "Ahmad, {Muhamad Fazil} and Melatusamsi, {Siti Zakiah} and Rasit, {Rosmawati Md} and Norzita Yunus and Norhayati Rafidah",
year = "2016",
volume = "46",
journal = "Jurnal Pengurusan",
issn = "0127-2713",
publisher = "Penerbit Universiti Kebangsaan Malaysia",

}

TY - JOUR

T1 - Corporate Social Responsibility for Takaful industry's branding image

AU - Ahmad,Muhamad Fazil

AU - Melatusamsi,Siti Zakiah

AU - Rasit,Rosmawati Md

AU - Yunus,Norzita

AU - Rafidah,Norhayati

PY - 2016

Y1 - 2016

N2 - This study attempts to confirm the likelihood of Corporate Social Responsibility (CSR) activities giving different effects on brand image components and whether corporate reputation mediates these effects. Four action-based types of CSR, namely the economic, legal, ethical and philanthropic, were analyzed and tested in this study. This study employs quantitative method of analysis whereby the participants were exposed to different treatments and the brand image was divided into an affective, specific and generic cognitive elements. A total of 327 (N=2110) stakeholders of Takaful; the agents/operators in Kuala Terengganu, Malaysia were involved. Using the Structural Equation Model analysis, the affective component of the brand image showed a greater impact on the commitment towards the four types of CSR as compared to the others. The results revealed that the economic and philanthropic CSR activities significantly led to a more positive level of both brand image components and corporate reputation management than legal and ethical CSR activities. In addition, brand image has positively influenced the betterment of corporate reputation management. These findings have significant implications for future research directions in the corporate communication perspective.

AB - This study attempts to confirm the likelihood of Corporate Social Responsibility (CSR) activities giving different effects on brand image components and whether corporate reputation mediates these effects. Four action-based types of CSR, namely the economic, legal, ethical and philanthropic, were analyzed and tested in this study. This study employs quantitative method of analysis whereby the participants were exposed to different treatments and the brand image was divided into an affective, specific and generic cognitive elements. A total of 327 (N=2110) stakeholders of Takaful; the agents/operators in Kuala Terengganu, Malaysia were involved. Using the Structural Equation Model analysis, the affective component of the brand image showed a greater impact on the commitment towards the four types of CSR as compared to the others. The results revealed that the economic and philanthropic CSR activities significantly led to a more positive level of both brand image components and corporate reputation management than legal and ethical CSR activities. In addition, brand image has positively influenced the betterment of corporate reputation management. These findings have significant implications for future research directions in the corporate communication perspective.

KW - Brand image

KW - Corporate reputation

KW - Corporate Social Responsibility

KW - Takaful

UR - http://www.scopus.com/inward/record.url?scp=84976871396&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84976871396&partnerID=8YFLogxK

M3 - Article

VL - 46

JO - Jurnal Pengurusan

T2 - Jurnal Pengurusan

JF - Jurnal Pengurusan

SN - 0127-2713

ER -