Authors: Research Scholar Parul Chaudhary
Abstract: The notion of corporate social responsibility (CSR) has evolved from an ancillary activity of philanthropy to a strategic approach towards building trust, reputation, and relationship with stakeholders. This research examines the perception of CSR awareness, perceived authenticity, stakeholder engagement, and creation of shared value, and its associations with the variables of trust, reputation, satisfaction/loyalty and behavioral intentions. The data collection instrument comprised 24 items in Likert-type scale form and measured eight variables. The reliability of the measures was checked using Cronbach's alpha, while the Pearson correlation, ordinary least squares (OLS) regression, one-way ANOVA, and independent sample t-test were used for statistical analysis. All Cronbach's alphas fell within the range .67 to .77, showing acceptable reliability, and construct means ranged from 3.52 to 3.70. However, none of the proposed hypotheses was supported, since correlations were weak and statistically insignificant (|r| < .13), and explained less than 4% of variance in satisfaction/loyalty and behavioral intentions (all p > .50). Satisfaction and loyalty significantly differed among different age groups (p = .023), with younger respondents expressing greater satisfaction and loyalty, while there was marginally significant gender difference in stakeholder engagement (p = .085). There were no significant differences by any other demographic variable or stakeholder type.
