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首页> 外文期刊>European journal of marketing >The role of marketing capability in linking CSR to corporate financial performance: When CSR gives positive signals to stakeholders
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The role of marketing capability in linking CSR to corporate financial performance: When CSR gives positive signals to stakeholders

机译：营销能力在将企业社会责任与公司财务绩效联系起来中的作用：当企业社会责任向利益相关者发出积极信号时

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Purpose The authors use signaling theory in proposing a conceptual framework that simultaneously incorporates both the mediating effects of corporate reputation (CR) and the moderating effects of marketing capability (MC) into the corporate social responsibility (CSR)-corporate financial performance (CFP) link and theorize a single moderated mediation model. The empirical results of the research confirm the theorized moderated mediation model among the four variables, where a firm's CR plays a mediating role in the relationship between CSR and CFP, and a firm's MC moderates the effect of CSR on CR exclusively in the first link. Both theoretical and practical implications of the moderated mediation model are discussed. Design/methodology/approach This study uses structural equation model estimations with the relevant secondary datasets collected from publicly available databases. Findings The empirical results confirm the theorized moderated mediation model in the conceptual framework that uses signaling theory. Specifically, the results identify the moderating role of MC in only the CSR- CR link (but not in the CR and CFP link), such that CR plays a moderated mediation role in the CSR-CFP link. Research limitations/implications - The current research is not without limitations. These limitations mainly stem from data sets used in the empirical analyses. More details are discussed in the limitations and future research directions section. Practical implications - The empirical findings suggest that a firm needs to develop a consolidated CSR-marketing program, simultaneously satisfying stakeholders' needs for both the firm's socially desirable business practices and value-creating marketing programs to increase its CR, which will, in turn, lead to better profitability for the firm. Originality/value To the best of the authors' knowledge, the current research is the first to use signaling theory in building a conceptual framework that theorizes a moderated mediation model regarding the simultaneous effects of CR and MC on the relationship between CSR and CFP and to empirically test this conceptual framework of the single moderated mediation model. By doing so, the current research clarifies an unanswered question in the literature of whether the underlying mechanism in the CSR-CFP link is based on a mediated moderation or moderated mediation of CR and MC.
机译：目的作者使用信号理论来提出一个概念框架，该框架同时将公司声誉（CR）的中介作用和营销能力（MC）的调节作用同时纳入公司社会责任（CSR）-公司财务绩效（CFP）链接并理论化一个单一的调解模型。该研究的实证结果证实了四个变量之间的理论化中介调解模型，即企业的企业责任在企业社会责任和CFP之间的关系中起着中介作用，企业的MC专门在第一环节中缓和了企业社会责任对企业社会责任的影响。讨论了调解模型的理论和实践意义。设计/方法/方法本研究使用结构方程模型估计，并从可公开获得的数据库中收集相关的辅助数据集。结果实验结果证实了在使用信号理论的概念框架中的理论化调解模型。具体而言，结果确定了仅在CSR-CR链路中（而不是在CR和CFP链路中）MC的调节作用，从而CR在CSR-CFP链路中起到了调节作用。研究的局限性/含义-当前的研究并非没有局限性。这些局限性主要来自于经验分析中使用的数据集。在“局限性和未来研究方向”部分中讨论了更多详细信息。实际意义-经验发现表明，公司需要制定合并的CSR营销计划，同时满足利益相关者对公司社会可取的商业惯例和增值营销计划的需求，以增加其CR，这反过来又为公司带来更好的盈利能力。原创性/价值据作者所知，当前的研究是第一个使用信号传导理论构建概念框架的理论，该框架对有关CR和MC对CSR和CFP之间关系的同时影响的适度调解模型进行理论化经验地检验了单一仲裁模式的概念框架。通过这样做，当前的研究澄清了CSR-CFP链接中的潜在机制是基于CR和MC的介导调节还是适度调节的文献中尚未解决的问题。

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