Building Malaysian Companies' Corporate Reputation: a Study on Their Ethical and Philanthropic Responsibilities with the Mediating Effect of Organisational Trust

Yew, Kin Hang (2024) Building Malaysian Companies' Corporate Reputation: a Study on Their Ethical and Philanthropic Responsibilities with the Mediating Effect of Organisational Trust. Masters thesis, Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study examines the relationships between ethical responsibility, philanthropic responsibility, organisational trust, and corporate reputation in the context of corporate social responsibility (CSR). Utilising data collected through a quantitative survey method, seven hypotheses were formulated to address specific research questions. The findings reveal significant relationships between ethical responsibility, philanthropic responsibility, organisational trust, and corporate reputation, supported by statistical analysis. Ethical responsibility and philanthropic responsibility demonstrate a positive impact on corporate reputation, highlighting the importance of CSR initiatives in shaping stakeholder perceptions. Furthermore, organisational trust is identified as a critical factor influencing corporate reputation, underscoring the need for organisations to cultivate trust among stakeholders. Mediation analysis indicates that organisational trust mediates the relationship between ethical responsibility/philanthropic responsibility and corporate reputation, emphasising the indirect effects of CSR on reputation outcomes. Theoretical implications include enriching our understanding of CSR dimensions' impact on corporate reputation, while practical implications underscore the importance of aligning CSR initiatives with corporate values and objectives. However, limitations such as the scope of the measurement model and geographical focus warrant consideration in future research endeavours to further refine our understanding of these dynamics and contribute to the ongoing discourse on CSR and reputation management.