Research on the Relationship between Marketing Investment, Corporate Social Responsibility and Corporate Reputation under Uncertain Environment

Abstract

Abstract: By using China's A-share listed manufacturing companies over the period of 2014-2017 as the research object, based on the theory of signal transmission, stakeholder theory and resource dependence theory, this paper discusses the relationship between marketing investment and corporate reputation, and the impact of corporate social responsibility and environmental uncertainty on this relationship. The research results show that marketing investment can significantly enhance the reputation of the company. Corporate social responsibility and environmental uncertainty both positively moderate the relationship between marketing investment and corporate reputation. Further research shows that the higher the environmental uncertainty is, the more strongly the corporate social responsibility can moderate the relationship between marketing investment and corporate reputation.

Key words: environmental uncertainty, marketing investment, corporate social responsibility, corporate reputation

Liu Yanbo, Geng Xiulin. Research on the Relationship between Marketing Investment, Corporate Social Responsibility and Corporate Reputation under Uncertain Environment[J]. Management Review, 2021, 33(10): 159-170.

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