The ripple effect of CSR: How ethical and philanthropic efforts drive reputation and long-term success

This study aims to investigate how multidimensional Corporate Social Responsibility (CSR)-covering environmental, employee, community, consumer, ethical, economic, and philanthropic dimensions-affects corporate reputation and, subsequently, sustainability performance in China. Drawing on stakeholder theory, the study examines the mediating role of corporate reputation in these relationships. Using a convenience sampling method and a cross-sectional survey of 450 listed Chinese manufacturing and service companies, this study analyzed the data with Partial Least Squares Structural Equation Modeling (SmartPLS 4.0). The findings reveal that CSR initiatives focused on communities, consumers, ethical conduct, and philanthropy significantly strengthen corporate reputation. In turn, a positive reputation enhances both economic and social performance, confirming its mediating role between CSR and sustainability outcomes. The study's key contribution lies in empirically demonstrating the strategic value of reputation as a conduit through which CSR influences sustainable performance-an area underexplored in emerging economies. It also provides practical insights for managers and policymakers on how aligning CSR strategies with stakeholder expectations can enhance reputation, risk management, and long-term sustainability.