Measurement model results: factor loadings and collinearity statistics; scale properties
| SNMS (CR = 0.908; Cronbach’s α = 0.909; ρA = 0.928; AVE = 0.671) | Loading | |
| SNMS1 | Taking positions on social issues that can advance our reputation and favorability with governments and other advocacy groups | 0.877 |
| SNMS2 | Taking action to improve society where governments are unwilling or unable to do so | 0.878 |
| SNMS3 | Taking action to generate stakeholder support that can influence the success of our firm | 0.744 |
| SNMS4 | Engaging in philanthropy to enhance our status with governments and other stakeholders | 0.905 |
| SNMS5 | Taking action to minimize negative publicity from non-governmental organizations or other groups | 0.869 |
| MS (CR = 0.666; Cronbach’s α = 0.727; ρA = 0.752; AVE = 0.432) | ||
| MS1 | Innovation in marketing and advertising | 0.732 |
| MS2 | Advertising expenditures | 0.777 |
| MS3 | Emphasis on marketing | 0.868 |
| Stakeholder performance (CR = 0.900; Cronbach’s α = 0.903; ρA = 0.925; AVE = 0.557) | ||
| SP1 | Development of capabilities critical to firm success | 0.834 |
| SP2 | Customer satisfaction and loyalty | 0.848 |
| SP3 | Employee satisfaction and loyalty | 0.840 |
| CFP (CR = 0.786; Cronbach’s α = 0.796; ρA = 0.811; AVE = 0.698) | ||
| CFP1 | Market share growth | 0.899 |
| CFP2 | Revenue growth | 0.854 |
| CFP3 | Return on assets | 0.871 |
| CFP4 | Growth in stock prices and returns to investors | 0.893 |
| Loading | ||
| SNMS1 | Taking positions on social issues that can advance our reputation and favorability with governments and other advocacy groups | 0.877 |
| SNMS2 | Taking action to improve society where governments are unwilling or unable to do so | 0.878 |
| SNMS3 | Taking action to generate stakeholder support that can influence the success of our firm | 0.744 |
| SNMS4 | Engaging in philanthropy to enhance our status with governments and other stakeholders | 0.905 |
| SNMS5 | Taking action to minimize negative publicity from non-governmental organizations or other groups | 0.869 |
| MS1 | Innovation in marketing and advertising | 0.732 |
| MS2 | Advertising expenditures | 0.777 |
| MS3 | Emphasis on marketing | 0.868 |
| SP1 | Development of capabilities critical to firm success | 0.834 |
| SP2 | Customer satisfaction and loyalty | 0.848 |
| SP3 | Employee satisfaction and loyalty | 0.840 |
| CFP1 | Market share growth | 0.899 |
| CFP2 | Revenue growth | 0.854 |
| CFP3 | Return on assets | 0.871 |
| CFP4 | Growth in stock prices and returns to investors | 0.893 |
Notes:
SNMS = social nonmarket strategy; MS = market strategy; CFP = corporate financial performance
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