文章基本信息

标题：Pengaruh Corporate Social Responsibility terhadap Corporate Image dan Perilaku Word of Mouth
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作者：Lily Sura Ningrum ; I Ketut Nurcahya
期刊名称：E-Jurnal Manajemen Universitas Udayana
印刷版ISSN：2302-8912
出版年度：2014
卷号：3
期号：3
语种：Indonesian
出版社：Jurusan Manajemen Fakultas Ekonomi Universitas Udayana
摘要：Business paradigm is changing. CEO was only oriented to the shareholder. Today, CEO must be oriented to the stakeholders too. Business people are having a good deal by doing the social responsibility or known as Corporate Social Responsibility (CSR). CSR is the effort that corporate did to decrease the negative impact and increase positive impact from their activity. The purpose is analyzing the influence of CSR to corporate image and WOM behavior and also to analyze the mediation of corporate image through CSR and WOM behavior. Using the structural equation modeling method, the result shows that CSR influenced to corporate image and WOM behavior whereas corporate image has the role of mediation. Keywords: corporate social responsibility, corporate image, WOM
关键词：corporate social responsibility;corporate image;WOM