Publication:
Corporate Social Responsibility for Takaful industry's branding image

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dc.citedby1
dc.contributor.affiliationsFaculty of Leadership and Management
dc.contributor.affiliationsUniversiti Sultan Zainal Abidin (UniSZA)
dc.contributor.affiliationsMultimedia University
dc.contributor.affiliationsUniversiti Kebangsaan Malaysia (UKM)
dc.contributor.affiliationsUniversity Kuala Lumpur (UNIKL)
dc.contributor.affiliationsUniversiti Sains Islam Malaysia (USIM)
dc.contributor.authorAhmad, Muhamad Fazilen_US
dc.contributor.authorMelatusamsi, Siti Zakiahen_US
dc.contributor.authorRasit, Rosmawati Mden_US
dc.contributor.authorYunus, Norzitaen_US
dc.contributor.authorRafidah, Norhayatien_US
dc.date.accessioned2024-05-28T08:42:21Z
dc.date.available2024-05-28T08:42:21Z
dc.date.issued2016
dc.description.abstractThis study attempts to confirm the likelihood of Corporate Social Responsibility (CSR) activities giving different effects on brand image components and whether corporate reputation mediates these effects. Four action-based types of CSR, namely the economic, legal, ethical and philanthropic, were analyzed and tested in this study. This study employs quantitative method of analysis whereby the participants were exposed to different treatments and the brand image was divided into an affective, specific and generic cognitive elements. A total of 327 (N=2110) stakeholders of Takaful; the agents/operators in Kuala Terengganu, Malaysia were involved. Using the Structural Equation Model analysis, the affective component of the brand image showed a greater impact on the commitment towards the four types of CSR as compared to the others. The results revealed that the economic and philanthropic CSR activities significantly led to a more positive level of both brand image components and corporate reputation management than legal and ethical CSR activities. In addition, brand image has positively influenced the betterment of corporate reputation management. These findings have significant implications for future research directions in the corporate communication perspective.en_US
dc.description.natureFinalen_US
dc.identifier.issn0127-2713
dc.identifier.scopus2-s2.0-84976871396
dc.identifier.urihttps://www.scopus.com/inward/record.uri?eid=2-s2.0-84976871396&partnerID=40&md5=dde65070d4740dcca18f84d13067d952
dc.identifier.urihttps://oarep.usim.edu.my/handle/123456789/9319
dc.identifier.volume46
dc.languageEnglish
dc.language.isoen_USen_US
dc.publisherPenerbit Universiti Kebangsaan Malaysiaen_US
dc.relation.ispartofJurnal Pengurusanen_US
dc.sourceScopus
dc.subjectBrand imageen_US
dc.subjectCorporate reputationen_US
dc.subjectCorporate Social Responsibilityen_US
dc.subjectTakafulen_US
dc.titleCorporate Social Responsibility for Takaful industry's branding imageen_US
dc.title.alternativeTanggungjawab Sosial Korporat bagi Penjenamaan Imej dalam Industri Takafulen_US
dc.typeArticleen_US
dspace.entity.typePublication

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