Framing the corporate responsibility-reputation linkage: The case of Tata Motors in India

This study, focusing on the emerging economy context of one of India's largest automotive companies, Tata Motors, analyzes the thematic framing of corporate social responsibility (CSR) and corporate reputation. Five CSR frames are shown: institutionalization, community development, modernization, mainstreaming, and nation-building. Reputation is framed via: heritage, nationbuilding, technological advancement, global footprint, and responsibility. The findings suggest how firms may better align their CSR efforts with regular business, and their larger public relations campaigns with wider social perceptions of their responsibilities.

► I analyze how corporate social responsibility (CSR) and reputation are linked.
► I use the case study of one of India's largest automotive companies, Tata Motors.
► CSR and corporate reputation operate through five principal themes each.
► I suggest propositions linking the CSR and corporate reputation frames.