تأثیر مسئولیت پذیری اجتماعی بر عملکرد مالی شرکت با در نظر گرفتن نقش تعدیل گر ارزش ویژه نام و نشان تجاری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دکتری حسابداری، دانشگاه آزاد اسلامی، واحد نجف آباد، نجف آباد، ایران،

2 دانشجوی دکتری حسابداری، دانشگاه آزاد اسلامی، واحد نجف آباد، نجف آباد، ایران.

چکیده

 بهبود عملکرد ­­مالی تنها با حداکثرسازی سود و منافع میسر نخواهد شد. مبتنی بر تئوری قراردادهای اجتماعی، جامعه به شرکت اجازه فعالیت می­ دهد و از شرکت انتظار دارد تا منافع تمامی ذی­نفعان را مهیاء سازد. یکی از منافع مورد انتظار تمامی سهامداران، مسئولیت­ پذیری­ اجتماعی است. همچنین، ارزش­­ ویژه ­نام­ و ­نشان­­ تجاری به عنوان یک برند، یکی از دستاوردهای مسئولیت­ پذیری ­­اجتماعی است که منجر به بهبود عملکرد مالی شرکت می­ شود. بنابراین، هدف از پژوهش حاضر بررسی تأثیر مسئولیت­ پذیری اجتماعی بر عملکرد مالی شرکت با در نظر گرفتن نقش تعدیل­گر ارزش ­نام ­و ­نشان ­تجاری می ­باشد. جامعه آماری پژوهش حاضر شامل کلیه شرکت­ های پذیرفته شده در بورس ­اوراق ­بهادار تهران طی بازه زمانی 1396-1392 می ­باشد. حجم نمونه بر اساس روش حذف نظام­مند بالغ بر 179 شرکت می­ باشد. روش اجرای پژوهش مبتنی بر رگرسیون ­­چندکی و الگوی ­معادلات ­ساختاری می­ باشد. یافته ­ها نشان می ­دهد که بعد ­اقتصادی مسئولیت ­­اجتماعی­ شرکت­ ها و محرک اعتبار ارزش نام و نشان تجاری، عواملی مثبت و قابل توجه برای همه چندک­ ها هستند. عامل محرک توسعه برند، تأثیر مثبت و قابل توجه ­ای را بر روی چندک­ های بالاتر عملکرد مالی شرکت می ­گذارد. یافته ­ها نشان­دهنده تأثیر منفی بر عملکرد مالی شرکت در زمینه عامل محرک ­وفاداری ­به ­برند هستند.

کلیدواژه‌ها

عنوان مقاله [English]

The Role of value Moderator of the Brand Name on the Relationship between Corporate Social Responsibility and Financial Performance of firms Listed in Tehran Stock Exchange

نویسندگان [English]

  • vahid bekhradi nasab 1
  • fatemeh zholanezhad 2
1 department of accounting, Najaf Abad branch, Islamic Azad Univercity, Najaf Abad, Iran
2 Graduate Master of Accountancy
چکیده [English]

Improving financial performance will not be possible by maximizing profits and benefits alone. Based on social contract theory, society allows the company to operate and they expects the company to serve the interests of all stakeholders. One of the expected benefits of all stakeholders is social responsibility. The special value of a brand and trademark as a brand name also is one of the achievements of social responsibility that leads to improving the financial performance of the company. Therefore, the purpose of this paper is to investigate the effect of social responsibility on the financial performance of the company by considering the moderating role of the value of brand name and trademark. This study uses quantile regression and structural equation modeling to explore the causal linkages among these factors in firms listed on the Tehran Stock Exchange over the period 2011–2015. The results of quantile regression analysis show that the economic dimension of corporate social responsibility and the special value of a brand and trademark are a positive significant effect on all of the quantiles. The brand extension driver provides a significant positive effect on the higher quantiles of firm performance. However, the findings indicate a significant negative effect on firm performance considering the brand loyalty driver.
 

کلیدواژه‌ها [English]

  • Brand name
  • Corporate social responsibility
  • Financial performance
  • Quantile regression
  • Structural equation modeling

مراجع

Aaker, D. A. , & Joachimsthaler, E. (2000). The Next Level of the Brand Revolution. The Free Press, New York, 351p. Ambler, T. , & Barrow, S. (1996). The employer brand. Journal of Brand Management, 4, 185-206.
Aaker, D. A. , & Joachimsthaler, E. (2012). Brand leadership. Simon and Schuster.
Aaker, David A and Kevin Lane Keller, (1991). ”Consumer evaluation of brand extension” ,Journalof Marketing, Vol 54. (Jan) , 27-40.
Abd Rahim, R. , Jalaludin, F. W. , & Tajuddin, K. (2011). THE IMPORTANCE OF CORPORATE SOCIAL RESPONSIBILITY ON CONSUMER BEHAVIOUR IN MALAYSIA. Asian academy of management journal, 16 (1). ‏
Afiff, S. , & Anantadjaya, S. P. (2013). CSR & performance: any evidence from Indonesian LQ45?. RIBER: Review of Integrative Business & Economics Research, 2 (1) , 85-101. ‏
Amado, C. A. , Santos, S. P. , & Marques, P. M. (2012). Integrating the Data Envelopment Analysis and the Balanced Scorecard approaches for enhanced performance assessment. Omega, 40 (3) , 390-403. ‏
Arab Salehi, M. Sadeghi, G. Minainedin, M. (1392). Investigating the relationship between social responsibility and financial performance of companies accepted in Tehran Stock Exchange. Experimental Accounting Research, 3 (9): 20-1 (in persian).
Arshad, R. , Othman, S. , & Othman, R. (2012). Islamic corporate social responsibility, corporate reputation and performance. International Journal of Economics and Management Engineering, 6 (4) , 643-647. ‏
Badavar, Y. Baradaran hasan zadeh, R. Ayoub, Y. (2012). Investigating the relationship between environmental efficiency and the return on assets of listed companies in Tehran Stock Exchange. Accounting Knowledge, 3 (8): 112-95 (in persian).
Becchetti, L. , Ciciretti, R. , & Giovannelli, A. (2013). Corporate social responsibility and earnings forecasting unbiasedness. Journal of Banking & Finance, 37 (9) , 3654-3668. ‏
Choi, J. S. , Kwak, Y. M. , & Choe, C. (2010). Corporate social responsibility and corporate financial performance: Evidence from Korea. Australian journal of management, 35 (3) , 291-311. ‏
Chomvilailuk, R. , & Butcher, K. (2010). Enhancing brand preference through corporate social responsibility initiatives in the Thai banking sector. Asia Pacific Journal of Marketing and Logistics. ‏
Cravens, K. S. , Oliver, E. G. , & Stewart, J. S. (2010). Can a positive approach to performance evaluation help accomplish your goals?. Business Horizons, 53 (3) , 269-279. ‏
Del Rio, A. B. , Vazquez, R. , & Iglesias, V. (2001). The effects of brand associations on consumer response. Journal of consumer marketing. ‏
Farhanian, S, M, J. Dooyii, M. (2013). Corporate sustainability and the need to pay attention to it in the Iranian capital market. Monthly magazine (104): 79-76 (in persian).
Gil, R. B. , Andres, E. F. , & Salinas, E. M. (2007). Family as a source of consumer‐based brand equity. Journal of product & brand management. ‏
Kalantari, K. (2009). Modeling structural equations in social, economic research (with Liszarl and Sympolis program). Farhang sbeh Publication, first edition (in persian).
KhadamiPour, A. Shafiee, H. (2013). Company sustainability and measurement. Auditor's Magazine, (69): 3-1 (in persian).
KhaleghiMoghaddam, H. Berzadeh, F. (2003). Relationship between Different Approaches to Measure Corporate Financial Performance, Empirical Financial Accounting Studies, (2) , 83-106 (in persian).
Khani, A. Ebrahimi, K. (2014). The Impact of Brand Value on Sales Revenue and Corporate Market Value, New Marketing Research, 4 (2) 41-54 (in persian).
Khudhair, A. A. , Norwani, N. M. , Ahmed, A. A. H. K. , & Aljajawy, T. M. (2019). The Relationship between Corporate Social Responsibility and Financial Performance of Iraqi Corporations: A Literature. Journal of Modern Accounting and Auditing, 15 (1) , 28-33. ‏
Kim, H. B. , Kim, W. G. , & An, J. A. (2003). The effect of consumer‐based brand equity on firms’ financial performance. Journal of consumer marketing. ‏
Kline, R. B. (2015). Principles and practice of structural equation modeling. Guilford publications. ‏
Luo, X. , & Bhattacharya, C. B. (2006). Corporate social responsibility, customer satisfaction, and market value. Journal of marketing, 70 (4) , 1-18. ‏
McAllister, D. J. (1995). Affect-and cognition-based trust as foundations for interpersonal cooperation in organizations. Academy of management journal, 38 (1) , 24-59. ‏
Mohr, L. A. , & Webb, D. J. (2005). The effects of corporate social responsibility and price on consumer responses. Journal of consumer affairs, 39 (1) , 121-147. ‏
Mortazavi, S. PourAzad, N. AmirRazavi, P. Sadeghi Moghadam, M. (2010). The Study of the Moderating Modalities of the Importance of Social Responsibility on the Relationship between Social Responsibility and Organizational Commitment; Case Study: Food Industry Companies of Mashhad. Journal of Social Science, Faculty of Science Literature and Human Sciences of Ferdowsi University of Mashhad, (2) 7, 217-193 (in persian).
Myers, C. A. (2003). Managing brand equity: a look at the impact of attributes. Journal of product & brand management. ‏
Nelling, E. , & Webb, E. (2009). Corporate social responsibility and financial performance: the “virtuous circle” revisited. Review of Quantitative Finance and Accounting, 32 (2) , 197-209. ‏
Omidwar, a. (2009). Promote corporate social responsibility. Complementary and alternative policies and government mandates. Center for Strategic Research. (33): 9-87.
Parkinson, J. E. (1995). Corporate power and responsibility: Issues in the theory of company law. OUP Catalogue. ‏
Polonsky, M. J. , & Jevons, C. (2006). Understanding issue complexity when building a socially responsible brand. European business review. ‏
Rahimian, N. Rezapur, N. Akhzari, H. (2011). "The Role of Ownership Ownership in the Audit Quality of Accepted Companies in Tehran Stock Exchange", Audit Knowledge, 45, 81-68 (in persian).
RamezanAli, D. Mehrdost, H. (2009). Investigating the Role of Cultural Managers in Promoting Social Responsibility (Case Study: Single Post Managers of Voice and Television Organization) , Quarterly Journal of Social Sciences Research, 3 (3) (in persian).
Saghafian, H. (2009). Investigating the Relationship between Social Responsibility and Financial Performance of Manufacturing Companies of Tehran Stock Exchange. Master's dissertation, Tabriz Al-Ghadir Institute (in persian).
Sanobar, N. Khalili, M. Saghafian, H. (2010). Investigating the Relationship between Social Responsibility and Corporate Financial Performance. Journal of Research in Business Management, 2 (4): 28-25 (in persian).
SharbatOghly, A. Afshari, D. Najmi, M. (2010). Social Responsibility for the Companies Accepted in the Tehran Stock Exchange, The Journal of Management Science of Iran, 5 (in persian).
Simon, C. J. , & Sullivan, M. W. (1993). The measurement and determinants of brand equity: A financial approach. Marketing science, 12 (1) , 28-52. ‏
Tricker, R. (1984). "International Corporate Governance", Singapore: Prentice- Hall.
Wang, D. H. M. , Chen, P. H. , Yu, T. H. K. , & Hsiao, C. Y. (2015). The effects of corporate social responsibility on brand equity and firm performance. Journal of business research, 68 (11) , 2232-2236. ‏
Yazdani, A. (2009). Investigating the relationship between environmental efficiency and asset returns of companies accepted in Tehran Stock Exchange, Master's dissertation, Islamic Azad University of Tabriz (in persian).
Yoo, B. , Donthu, N. , & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the academy of marketing science, 28 (2) , 195-211. ‏

فایل ها

سابقه مقاله

  • تاریخ دریافت: 17 دی 1397
  • تاریخ بازنگری: 04 خرداد 1398
  • تاریخ پذیرش: 02 فروردین 1398

هم رسانی

ارجاع به این مقاله

آمار