2.5.3 Employee’s perception of CSR-Environment and brand image
Employees are the important internal stakeholder of a company, they are the audiences of a company to understand the mission and main value of the company, and employees have the perception of the CSR activities like consumers, and their perceptions affect the brand image in their mind, since CSR is strongly related to company’s mission and vision (Esmaeelinezhad et al, 2015). In this way, employees both influence, and are influenced by company’s CSR initiatives, understanding how employees’ perceptions can affect brand image are necessary, and there are requirements for scholars to find out how to make employees perceive CSR effectively (Du et al. 2010). At the same time, employees
…show more content…
H3a: Employees’ good perception of CSR-Environment has positive influence on functional brand image
H3b: Employees’ good perception of CSR-Environment has positive influence on emotional brand image
2.5.4 Employee’s perception of CSR-Society and brand
…show more content…
Specifically, employees have different perceptions of company’s CSR-Society activities, and their perceptions influence brand image in their minds. One of the reasons why employees have the different perception towards CSR is the their interests, employees will have the good perception of the company or the brand if the company can share the same value with them (Marquis et al., 2010), similarly, employees are willing to get positive brand image if the company holds their personal value (Strandberg, 2009). However, base on the value model (Holbrook, 2006), preference creates value, which means individuals perceive the value differently by judging company’s action in various criteria, in this case, employee will perceive different value of the company. Thus, employees’ perception towards CSR-Society is different, if they can get functional value from those activities, they will have positive functional brand image, and similar with emotional brand
Windsor, D. (2001). The future of corporate social responsibility. International Journal of Organizational Analysis, 9 (3): 225-256.
21). Corporate social responsibility (CSR) directly corresponds to one’s organizational culture and the voluntary implementation of these beliefs, expectations and values. It goes hand in hand with their organizational reputability, especially if society benefits from them operating in an economic, social and environmentally sustainable manner (Global Affairs Canada, 2016). Two companies that demonstrate this initiative mindset are Tentree and Nike, yet they execute in completely different manners. On the organizational spectrum Tentree falls under the Social Venture category, meaning they are for-profit but also on focus on issues regarding social equity and environmental sustainability. Their social responsibility initiative is to plant ten trees for every item purchased by individuals on their website, or from retail vendors (Tentree, n.d., para. 1). Nike is categorized under being a Social Purpose Business because it achieves its desired social impact as well as continuous profit (Jones, George, & Haddad, 2016, p. 4). Nike’s social responsibility initiative is to transform production development and manufacturing to overall minimize the company 's environmental footprint (Nike,
CSR currently has no universal definition, but it is commonly agreed that the strategy engages the business brand with a specific societal issue that relates to the company’s field of work. For example a car company might apply their brand with uses of green energy with the automobile. Businesses have noticed the benefits CSR can generate for their company. However, this strategy is most effective when the company commits their entire brand around the particular cause. The Whole Foods Market (WFM) is the perfect example of how the use of the CSR works for a company. To understand how stores like the WFM influence society’s move towards sustainability and healthy living, it is important to look at the stores CSR strategy portrayed through their advertising, such as their website. In my paper I hope to further the conversation about the use of the corporate responsibility strategy for businesses to ...
Corporate Social Responsibility (CSR) is a word that is bandied about with really little regard as to what the full implications actually are. Consider a few thoughts: What exactly is a corporation’s responsibility? Who are the arbiters of CSR for corporations? What does it cost to “rein in” corporations? Why are some companies held to a different standard than others?
Yahoo Finance. (June, 2005). DiversityInc. magazine recognizes whirlpool for diversity strengths. Retrieved June 25, 2005, from http://biz.yahoo.com/prnews/050616/deth006.html?.v=14.
Corporate Social Responsibility (CSR) is the way a corporation achieves a balance between its economic, social, and environmental responsibilities in its operations so as to address shareholder and other stakeholder expectations. In general, when firms hold this wider encouraging role on the public by being engaged with stakeholders, a variety of profit can be produced for both company and the stakeholders. A key inclination is the combination of Corporate Social Responsibility (CSR) into the organization strategy, culture, mission and communications. By incorporating corporate citizenship into the company it is no longer an additional “nice thing to do” or something made to obey laws or regulations. Instead, corporate responsibility has become something business leaders and workforce want to engage in, frequently because executives who believe in the long-term see business profit. The four types of social responsibilities a...
Earlier research by Bhattacharya and Sen (2004) showed that informing stakeholders is the only way to positively influence the attitude and behaviour of stakeholders regarding the organization and its CSR policies and/or business activities. Positively influence of the attitude and behaviour of stakeholders is also important organisations want to attract highly skilled and qualified workers. This is important because “the success of a business ultimately relies on the type of employees who work there (Blackman, 2006, p. 367)”.
An organization’s Corporate Social Responsibility (CSR) drives them to look out for the different interests of society. Most business corporations undertake responsibility for the impact of their organizational pursuits and various activities on their customers, employees, shareholders, communities and the environment. With the high volume of general competition between different companies and organizations in varied fields, CSR has become a morally imperative commitment, more than one enforced by the law. Most organizations in the modern world willingly try to improve the general well-being of not only their employees, but also their families and the society as a whole.
Porter along with Mark Kramer. In this article, the authors emphasize on the importance of creating shared value on the strategic level of an organization vs corporate social responsibility which is viewed a separate moral obligation for the sake of company’s reputation and making profits. According to the authors, shared value must be embedded into the core value and strategy of business. What the authors of the article are implying is that awareness of social economic challenges is growing making them clearly visible. Businesses and their legitimacy are now viewed as part of the problem. CSR is considered as a scheme to make money and an area which is separate from its core business. Economists believe we should raise the bar and embed the concept of creating shared value on the core strategies of business. CSR activities are externally determined whereas, Creating Shared Value (CSV) activities are more company specific therefore understanding and legitimacy of value chain is needed for sustainability, for example the products and customers being served. CSR activities are limited to CSR budget whereas Creating Shared Value is mobilizing the entire budget of corporation to impact social issues. Creating Shared Value is a genuine way to restore the legitimacy of corporations as results are measured not just by profitability but by the social and economic value created. Companies who
Corporate Social Responsibility (CSR) is a very familiar term in today’s world. Most of the successful companies try to be ethical and socially responsible toward their stakeholders. Because becoming ethical and socially responsible gains a lot in terms of profit or capturing more market share (Aras and Crowther,2009). This socially responsible approach is paved by the CSR activities of the companies which has a great contribution to their corporate strategy of winning the customers’ mind. In this assignment, the pros and corn of CSR activities of a particular organization a...
Business organizations regularly run into demands from various stakeholders groups when conducting day-to-day business. These demands are generated from employees, customers, suppliers, community groups, governments, and shareholders. Thus, according to Goodpaster, any person or group of people that can shape or can be shaped by attainment of the objectives by an organization is considered a stakeholder. Most business organizations recognize and understand their responsibilities to these groups and endeavor to honor and fulfill them. These responsibilities are often communicated to the public by a statement of principles or beliefs. For many business organizations, corporate social responsibility (CSR) has become an essential and integral part of their business. Thus, this paper discusses the two CSR views: the classical view and the stakeholder view. Furthermore, I believe that the stakeholder view has brought ethical concerns to the forefront of businesses, and an argument shall be made that businesses would improve both socially and economically if CSR, guided by God’s love, was integrated into their strategic planning.
While the concept of an individual having responsibility is commonly recognized, modern views have lead to the emerging issue of corporate responsibility. Business Directory.com defines corporate social responsibility as, “A company’s sense of responsibility towards the community and environment (both ecological and social) in which it operates. Companies express this citizenship (1) through their waste and pollution reduction processes, (2) by contributing educational and social programs, and (3) by earning adequate returns on the employed resources.” But such a concept has been much disputed since at least the 1970’s.
“Values are the beliefs of an individual, group, or organization, in which they are emotionally invested” (Carpenter, Bauer, & Erdogan, 2015). Many organizations consider corporate values strategically import for building their company’s reputation and keeping the customers’ confidence and allegiance. That, however, is only a tiny portion of the strategic benefits that organizational values can offer. “Further benefits include:guidance for decision-making on all levels, selection criterion for new employees, driver for individual and corporate behavior on all levels supporting the vision, mission, and goals of the company, and effective definition and implementation of core values” (Gupta, 2015). Values within a company need to be more than just a few words that sound nice to ensure overall acceptance within an organization. “Effective core values need to be emotionally appealing and workable” (Gupta,
When the competition gets fierce, it exists at all levels. To companies in the service sector especially the BFSI sector, it is becoming increasingly evident that the one basic ingredient for success is: People, both external as well as internal. External People vis-à-vis your customers are the ones who keep you in business; hence it is seen that the increased emphasis on customer satisfaction and high level of customer service is helping companies differentiate their products. Internal People vis-à-vis your employees are the ones who run your business for you, hence the increasing emphasis on hiring and retention of the right talent. Employer branding is the process of not only attracting talent as employees but also impacting your
Now-a-days it is considered that CSR is one of the major concerns of organization’s business ethics. Companies increasingly increase their corporate social responsibility (CSR) and ethical management accepting the positive impact on the bottom line. The vast bulk of Standard & Poor’s 500 companies publish sustainability reports unfolding their program challenges and achievements. These pre-emptive efforts can pr...