THE INFLUENCES OF CORPORATE SOCIAL RESPONSIBILITY ON CORPORATE IMAGE (A CASE STUDY OF TH GROUP IN HO CHI MINH CITY, VIETNAM)

Abstract

Corporate Social Responsibility or CSR and its components have become important issues in developed countries, this issue is considered relatively new to developing countries, particularly in Vietnam. Moreover, CSR research conducted in Vietnam remain very scarce. In addition, the researcher aware that, beside manager, the awareness of community about social responsibility is a task that is impossible to be neglected on the way of approach to the business integration in Vietnam, because it is beneficial for business and society. Therefore, the thesis aimed at examining the current understandings of community on CSR and presenting some empirical evidence that aimed to analyze the influence of CSR has on corporate image. The research was analyzed with help of SPSS version 20.0 tool and the quantitative method to explain and prove data which collected through survey. The analysis was done by using multiple regression to find out the relationship between CSR and Corporate Image in the specific case of TH group in Vietnam. During the collecting procedure, researcher was received a total of 180 respondents as the data to be analyzed by SPSS. At the end, researcher found out the influences of CSR on Corporate Image. The researcher reported that CSR programs, which pertain to legal, ethical, and philanthropic concerns, had been found to have influences on TH’s corporate image. However, only legal responsibility and philanthropic responsibility played significant roles while ethical responsibility had no significant influence toward corporate image in this case study. In addition, the research showed that 54.3% of change in TH’s corporate image could be explained by the changes on legal, ethical and philanthropic responsibility.