Giving is receiving: exploring the linkage between university corporate social responsibility and university corporate brand legitimacy

Abstract

Purpose

This study examined the influence of university corporate social responsibility (University CSR) on university corporate brand legitimacy through the lens of university brand trust.

Design/methodology/approach

The study utilized a cross-sectional research design with a quantitative approach to gather data from a sample of 398 university students. The collected data were analyzed using structural equation modeling.

Findings

The findings of the study suggest that University CSR has a significant influence on the legitimacy of a university's corporate brand. Moreover, the study identified the mediating role of university brand trust in the proposed relationship.

Research limitations/implications

The study was conducted in the context of higher education in Tanzania. As a result, the generalizability of the findings to other contexts that significantly differ from Tanzania, a developing country, may be limited.

Practical implications

The study recommends that the management of higher education institutions in developing countries should include CSR practices in the strategic plans of universities. Additionally, faculty members should be empowered to play a significant role as initiators and implementers of CSR programs.

Originality/value

This study is one of the few attempts to examine the interplay between university CSR, corporate brand trust and university corporate brand legitimacy. The study contributes to the state of knowledge in the education sector by highlighting the role of university CSR in building social acceptance, which is a crucial pillar in empowering universities to play a role in social and economic development.

Citation

Amani, D. (2024), "Giving is receiving: exploring the linkage between university corporate social responsibility and university corporate brand legitimacy", International Journal of Educational Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJEM-03-2023-0094