Consumers' corporate social responsibility and corporate ability associations as predictors of reputation: Developing countries under analysis

This study investigates the effect of corporate social responsibility (CSR) and corporate ability (CA) associations on perceived corporate reputation (PCR) and the relationship between the two associations in different cultural environments. By focusing on electricity providers, we carried out a questionnaire survey within BRICS capital cities—that is, Brazil, Russia, India, China, and South Africa—and tested a conceptual model via structural equation modelling. Results showed that, grouping BRICS together, CSR and CA associations predicted PCR, and CA association partially mediated the relationship between CSR association and PCR. When analysing each country separately, these relations were confirmed only for Brazil, China, and South Africa. These findings extend the literature on consumers' corporate associations by differentiating between CSR and CA among different cultural environments. Managers should avoid replicating business strategies in different cultural systems, coordinating such strategies to maximise PCR. The paper concludes with suggestions for coordinating CSR and CA within business development strategies.