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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR)
Warsita, Meisy
Unknown Affiliation
Economics, Econometrics & Finance

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THE INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY TOWARDS BRAND IMAGE AND CORPORATE REPUTATION ON THE STUDY OF THE BODY SHOP "FOREVER AGAINTS ANIMAL TESTING" CAMPAIGN Warsita, Meisy; Indriastuti, Herning
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 5, No 2 (2021): IJEBAR, VOL. 05 ISSUE 02, JUNE 2021
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v5i2.2334

Abstract

This research aims to discover the influence of Corporate Social Responsibility (CSR) towards Corporate Reputation which Mediated by Brand Image on The Body Shop “Forever Against Animal Testing” Campaign. The data used in this research is primary data obtained from the result of respondent given to 126 respondents by using purposive sampling technique. The analysis method used is Structural Equation Model (SEM) analysis with AMOS analysis tool and Sobel Test. The result of this research shown that there is positively significant influence of Corporate Social Responsibility (CSR) towards brand image, there is no a significant influence of Corporate Social Responsibility (CSR) towards corporate reputation, there is a positively significant influence of Brand Image towards Corporate Reputation, there is a positively significant influence of Corporate Social Responsibility (CSR) towards corporate reputation which mediated by Brand Image on The Body Shop “Forever Against Animal Testing” Campaign.
Co-Authors Herning Indriastuti