Corporate social capital as essential driver of corporate identity: Impact upon stakeholder perceptions and transfer to related behaviour

This paper aims at an investigation of the directionality and degree to which corporate social capital impacts upon stakeholders' perceptions and evaluation of the company. We propose that the number, content and quality of a company's network relations - its social capital with regard to relational and reputational aspects - influence stakeholders' perceived value in terms of credibility, reliability, responsibility and trustworthiness as well as loyalty and satisfaction. The results of our experimental consumer-related research give reason for adding the construct of social capital to the field of corporate and organisational marketing.