Corporate social responsibility may be one of the major causes of new product development (NPD) project failure. However, many organizations ignore corporate social responsibility leading to a poor NPD performance. The primary purpose of this research was to investigate the associations among corporate social responsibility, brand image, and NPD performance. The second objective was to evaluate the mediating effect of brand image on the relationship between corporate social responsibility and NPD performance. The third objective was to determine whether the impact of brand image on NPD performance was moderated by product characteristics. The results suggest that corporate social responsibility may contribute to brand image. In addition, brand image has a significant effect on NPD performance. The testing also supports a role for brand image as a full mediator in the relationship between corporate social responsibility practices and NPD performance. The findings also indicate that project purpose has a moderating effect on the relationship between corporate social responsibility practices and NPD performance.
Journal of Economics, Business and Management 3(5)