Institutional Logics Behind the Corporate Social Responsibilities: A Study on Turkish Airline Companies
Anahtar Kelimeler:Institutional logics- Corporate social responsibility- New institutional theory- Airline management
Purpose – The subject of this study is the corporate social responsibilities of airline companies. The study, it is aimed to reveal the reasons why airline companies carry out philanthropy corporate social responsibility behaviors. In the research, institutional logic and new institutional theory literature are used to achieve this goal. Design/methodology/approach – Qualitative research method is used in this research. The case study method was used as a qualitative research design. The research area is formed by 8 airline companies in Turkey. Semi-structured interviews and document analysis were used as a data collection method, and all data were analyzed by the inductive method. Findings – As a result of the analysis, two basic logic, community, and market, were found behind the philanthropy responsibilities of airline companies. Although community logic has an impact on these behaviors, market logic plays a dominant role. Discussion – Airline companies use philanthropy responsibilities for corporate and marketing communications. These behaviors, which are seen as advertising and promotional activities, are carried out with the pursuit of pragmatic legitimacy and to be preferred more by customers. According to the results of the research, the concept of "philanthropy" functions as a myth that does not reflect the truth and has a ceremonial meaning.
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