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01-11-2016 | Schwerpunktthema

Glaubwürdigkeit von CSR-Konzepten – Die Einflüsse von CSR-Publizität und Corporate Identity auf CSR-Reputation

Authors: Anne Michaels, Michael Grüning

Published in: Sustainability Nexus Forum | Issue 2-3/2016

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Zusammenfassung

Die vorliegende Studie untersucht empirisch den Einfluss von CSR-Publizität und Corporate Identity auf Reputation im Bereich unternehmerischer Verantwortung/Corporate Social Responsibility (CSR). CSR-Publizität, Corporate Identity und Reputation gelten als wichtige Treiber für unternehmerischen Erfolg. Wir untersuchen ihre Zusammenhänge anhand einer Stichprobe von 437 Unternehmen in Deutschland, die in zwei großen Reputationsrankings gelistet sind, englischsprachige Nachhaltigkeitsberichte veröffentlichen, und einen Fragebogen zur Messung CSRorientierter Corporate Identity beantworten. Die Nachhaltigkeitsberichte werden mit Hilfe einer automatisierten Inhaltsanalyse unter Anwendung künstlicher Intelligenz ausgewertet. Die Ergebnisse zeigen, dass CSR-Publizität und eine bestimmte Dimension von Corporate Identity, „CSR-Bewusstsein“, einen positiven Einfluss auf CSR-Reputation haben. Der Zusammenhang wird moderiert von der Interaktion zwischen CSR-Publizität und der Corporate Identity Dimension „Strategische Integration“. Unsere Ergebnisse lassen erkennen, dass strategisch ausgerichtete CSRKonzepte in ihrer Wirkung überschätzt werden, und bereits oberflächliche Ansätze ausreichen, um ökonomische und immaterielle Vorteile zu erzielen.

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Title: Glaubwürdigkeit von CSR-Konzepten – Die Einflüsse von CSR-Publizität und Corporate Identity auf CSR-Reputation
Authors: Anne Michaels
Michael Grüning
Publication date: 01-11-2016
Publisher: Springer Berlin Heidelberg
Published in: Sustainability Nexus Forum / Issue 2-3/2016
Print ISSN: 2948-1619
Electronic ISSN: 2948-1627
DOI: https://doi.org/10.1007/s00550-016-0414-7

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