— The authors propose corporate social responsibility (CSR) as a useful element in reflecting an organization’s corporate identity (CI) to its target audiences. The inclusion of CSR highlights organization’s role as a ‘good’ citizen in society and is the basis for any beneficial exchanges between the parties. Content analyses on CSR of 10 top ranked Malaysian companies supported this proposition.
— Corporate social responsibility, corporate identity, content analysis.
M. M. Salleh is with School of Management, University Sains Malaysia, on leave from the University Technology MARA, Malaysia (email: firstname.lastname@example.org)
N. A. Wahid is with Graduate School of Business, University Sains Malaysia (email: email@example.com).
M. Marimuthu is with School of Management, University Sains Malaysia (email: firstname.lastname@example.org).
Cite: Musdiana Mohamad Salleh, Nabsiah Abdul Wahid, and Malliga Marimuthu, " Corporate Social Responsibility to Reflect Organization‟s Corporate Identity: A Content Analysis," Journal of Economics, Business and Management vol. 1, no. 1, pp. 98-101, 2013.