MEDIATING EFFECT OF CORPORATE REPUTATION ON THE RELATIONSHIP BETWEEN CORPORATE SOCIAL RESPONSIBILITY AND ORGANIZATIONAL COMMITMENT

Abstract

A strong reputation gives companies an advantage in a challenging competitive environment and contributes to sustainable success. The signals emitted about activities involving social and environmental awareness strengthen the company's reputation. Another factor that increases the reputation is the employees affiliated with the organization. Based on this, this research aims to investigate the mediating role of corporate reputation in the relationship between corporate social responsibility and organizational commitment. The data were obtained from 162 employees of a privately-owned bank operating in the Turkish Republic of Northern Cyprus. Developed hypotheses were tested by running a structural equation model with AMOS software. The findings show that the bank's reputation and organizational commitment of its employees are positively affected by the signals related to corporate social responsibility activities. The relationship between corporate social responsibility and organizational commitment is mediated by corporate reputation. It contributes to the literature by evaluating the perception of corporate social responsibility from employees’ perspective within the scope of stakeholder theory and understanding the relationship between corporate social responsibility - organizational commitment and the mediation effect of corporate reputation in this relationship by using signal theory.