Corporate Social Responsibility and Competitive Advantage: The Mediating Role of Corporate Image in Indian Firms

Abstract

Corporate Social Responsibility (CSR) has emerged as an important strategic tool for organizations seeking to enhance their competitive position while fulfilling their social obligations. This study examines the relationship between CSR and Competitive Advantage, with particular emphasis on the mediating role of Corporate Image among Indian firms. The study is based on primary data collected from 200 respondents, including employers, executives, managers, and employees from various industries in India. A structured questionnaire was used to measure perceptions of CSR, Corporate Image, and Competitive Advantage. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 4. The results reveal that CSR has a significant positive effect on Corporate Image and Competitive Advantage. Furthermore, Corporate Image significantly influences Competitive Advantage and partially mediates the relationship between CSR and Competitive Advantage. The findings indicate that organizations can derive strategic benefits from CSR initiatives not only through direct performance improvements but also through the enhancement of corporate image. The study contributes to the growing body of CSR literature by providing empirical evidence from the Indian context and highlighting the strategic importance of CSR in building intangible assets and achieving sustainable competitive advantage. The findings offer valuable insights for managers and policymakers seeking to leverage CSR as a tool for organizational growth and long-term sustainability.