Corporate social responsibility towards education and corporation performance in the UAE: the mediating role of corporation reputation

Purpose This study aims to identify and understand the motivators of corporate social responsibility (CSR) toward education and its impact on a corporation's performance and reputation. This study examines the perceptions of CSR practice in education among the top 595 corporation representatives in the United Arab Emirates (UAE), their motivation for it and its impact on corporation reputation and performance. Design/methodology/approach Quantitative research based on self-administered questionnaire responses from 595 respondents was conducted using a series of regression analyses. Findings The results of this study show reciprocity and involvement to be the most prominent motivators for UAE corporations to engage in CSR toward education, whereas altruism was not found to be a motivator. Additionally, the study found a positive relationship between CSR toward education and corporation performance, with partial mediation by corporation reputation. Practical implications The findings of this study provide guidance for UAE policymakers to understand the appropriate motivators to encourage corporations to engage in CSR activities. They help potential recipient educational institutions to strategically develop fundraising programs by factoring in what motivates corporations to donate to education. Additionally, they enlighten corporations on how CSR toward education enhances their corporation reputation and performance. Originality/value This is a pioneering study in the field of CSR toward education in the UAE. It provides crucial insights into what motivates UAE-based corporations to engage in CSR toward education and how it impacts their reputation and performance. It also explores the benefits corporations reap by specifically focusing their CSR initiatives and investments toward education.