The Impact of Corporate Social Responsibility on Building a Corporate Image: A Systematic Literature Review

In the age of globalization and competitive commercial world, corporations are endeavouring hardly to gain and maintain a good image with their publics. The integration of corporate social responsibility (CSR) into corporations’ plans is one of the vital strategies to shape a good image. Through the implementation of suitable and sustainable CSR activities, corporations can show their commitment to society and the environment, which in turn raise public trust, loyalty and so then the corporate image (CI), the perception of a particular business. Thus, CSR is a significant factor to build, enhance and maintain CI. This review aims to gather study data to comprehend the effects of CSR on creating CI over the past five years, by following guidelines of the ROSES review protocol. In order to find articles, a combination of keywords was entered into Google Scholar and Emerald databases. After wide screening and assessment, 15 articles and journals were chosen as they met the requirements for inclusion. The literature research results find that CSR practices positively and significantly shaping positive CI, provided that CSR activities are major factors on improving the loyalty of customers and employees, which in turn lead to enhance CI. The substantial impact of CSR activities on the corporation’s image reveals that a corporation needs to concentrate on various CSR dimensions like economic, ethical, legal, and philanthropic to effectively build a better corporation in the eyes of stakeholders. The contribution of this study lies in the need to implement and integrate CSR programs in business strategies as they significantly affect CI. It is also beneficial to provide valuable insights for scholars, managers and business practitioners to understand the strategic role of CSR in establishing, enhancing and maintain a positive CI in the raised competitive business environment.