Kurumsal Sosyal Sorumluluğun Marka İmajına Etkisinde Asil-Vekil Sorunu

Öz

Bu çalışmanın amacı hissedarlar (asil) ve yöneticiler (vekil) arasındaki sorunla kurumsal sosyal sorumluluk arasındaki karşılıklı ilişkiyi belirleyerek asil-vekil sorununun marka imajına etkileri konusunda farkındalık yaratmaktır. Çalışmada asil-vekil sorununun Kurumsal Sosyal Sorumluluk önünde bir engel mi olduğu ya da Kurumsal Sosyal Sorumluluk faaliyetlerinin asil-vekil sorununu daha da mı derinleştirdiği, asil-vekil sorununun marka imajına olası etkilerinin neler olduğu sorularına yanıt aranacaktır. Literatürde Kurumsal Sosyal Sorumluluk faaliyetleri ile marka imajı arasındaki ilişkiyi irdeleyen çok sayıda çalışma mevcuttur. Ancak bu ilişkide asil-vekil sorununun yerine değinen çalışmaya rastlanmamıştır. Daha çok İşletme disiplininin ilgi odağı olan asil-vekil sorunu pazarlama çalışmalarında fazla yer bulmadığından bu çalışmanın hem işletme hem de pazarlama akademisyenleri ve profesyonellerine yol gösterici nitelikte olacağı düşünülmektedir.
Çalışmada üç tane önerme ileri sürülmüştür: Birincisi: Asil-vekil sorunu işletmelerin Kurumsal Sosyal Sorumluluk anlayışından uzak durmasına yol açar. İkincisi: Kurumsal Sosyal Sorumluluk Asil-Vekil sorunu doğurur, üçüncüsü: Asil-vekil sorunu marka imajını olumsuz yönde etkiler önermeleridir. Bu üç önerme asil – vekil ilişkisi yönünden ele alınmıştır

Anahtar Kelimeler

• Kurumsal sosyal sorumluluk
• Asil vekil sorunu
• Marka imajı
• Vekalet teorisi
• Bilgi asimetrisi

Principal – Agent Problem in the Effect of Corporate Social Responsibility on Brand Image

Öz

The aim of this study is to create awareness about the impact of agency problem on brand image by determining the reciprocal relationship between agency problem (principal vs agent) and corporate social responsibility. The study will seek answers to the questions whether the agency problem is an obstacle to Corporate Social Responsibility, or whether Corporate Social Responsibility activities deepen agency problem, and what the possible effects of the agency problem on the brand image are. There are many studies in the literature that examine the relationship between Corporate Social Responsibility activities and brand image. However, no study addressing the agency problem was found in this relationship. It is thought that this study will guide both business and marketing academics and professionals, since agency problem, which is the focus of attention of the business discipline, does not find much place in marketing studies. Three propositions were put forward in the study: First; Principal-agent problem causes businesses to stay away from Corporate Social Responsibility. Corporate Social Responsibility creates Principal-Agent problem, and the third one; the principal-agent problem is that they suggest that they negatively affect the brand image. These three propositions are discussed in terms of principal-agent relationship

Anahtar Kelimeler

• Corporate Social Responsibility
• Agency problem
• Brand image
• Agency theory
• Information asymmetry

Kaynakça

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