Corporate Social Responsibility for Takaful industry's branding image

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

Research output: Contribution to journalArticle

1 Citation (Scopus)

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
Publication statusPublished - 2016

Fingerprint

Brand image
Industry
Branding
Corporate Social Responsibility
Corporate reputation
Reputation management
Economics
Operator
Stakeholders
Corporate communications
Quantitative methods
Research directions
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., Mohamad Rasit, R., 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; Mohamad Rasit, Rosmawati; Yunus, Norzita; Rafidah, Norhayati.

In: Jurnal Pengurusan, Vol. 46, 2016.

Research output: Contribution to journalArticle

Ahmad, MF, Melatusamsi, SZ, Mohamad Rasit, R, Yunus, N & Rafidah, N 2016, 'Corporate Social Responsibility for Takaful industry's branding image', Jurnal Pengurusan, vol. 46.
Ahmad, Muhamad Fazil ; Melatusamsi, Siti Zakiah ; Mohamad Rasit, Rosmawati ; Yunus, Norzita ; Rafidah, Norhayati. / Corporate Social Responsibility for Takaful industry's branding image. In: Jurnal Pengurusan. 2016 ; Vol. 46.
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