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 have their own attitude towards their company, and the brand image in their mind can influence level of employee engagement and spur their working motivation, which will differentiate the companies from their competitors (Neault and Pickerell, 2011). This is because employees are eager to be part of the company in order to express their concern about the environmental or the social issues, and company’s CSR activities satisfy their requirements (Marquis et al., 2010). Those requirements includes the functional and emotional value like consumer, for instance, the CSR-Environment activities provide them social value (Rodrigo and Arenas, 2008), because employees will have good attitude and perceive the positive emotional brand image as long as the company undertakes the social responsibility in terms of contributing to environmental issues (Rupp et al. 2006), in this way, the employees regard the company as a responsible social unit who makes their own contribution to the environment. Althou...
... middle of paper ...
...e 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 image.
Thus, this research assume that employee’s perception towards CSR-Society has positive effect on brand image, and the hypotheses are as followed:
H4a: Employees’ good perception of CSR-Society has positive influence on functional brand image
H4b: Employees’ good perception of CSR-Society has positive influence on emotional brand image
The table 1 is the summary of the hypotheses that have been generated in the previous literature review.
Need Writing Help?
Get feedback on grammar, clarity, concision and logic instantly.Check your paper »
- 18.104.22.168 Description of questionnaire All the questions in this questionnaire (See table 2) are try to test the hypotheses that are made in chapter two and all the questionnaires are generated from the academic articles. And the questionnaire incorporates six sections with 24 questions (see Appendix A), the first section is about the demographic questions in order to find out the personal questions, such as age, gender, education level and occupation. This is because different participators from those aspects may have different social backgrounds, which may contribute to various perceptions towards McDonald’s CSR activities, and the participators in the same group may have the same opinions.... [tags: Psychometrics, Validity, Likert scale]
1411 words (4 pages)
- In recent years, there have been a growing number of companies that have an explicit Corporate Social Responsibility (CSR) plan. As stated by European Commission (2001), CSR is defined as “a concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with their stakeholders on a voluntary basis.” It is believed that the motives for CSR are gradually converting from philanthropic rationale to performance-driven orientation, but the question of better company performance resulting from the implementation of CSR has often been the centre of debate.... [tags: stock price, investors, CSR,business strategies]
1087 words (3.1 pages)
- As reported in various studies, homosexual orientation is common in almost every culture and every society. In India the number of Lesbian, Gay, Bisexual and Transgender (LGBT) are approximately 42-84 million. An understanding of the issues faced by LGBT to the workplace starts with the recognition that a diverse and inclusive business environment is directly linked to enhanced business performance. Peoples' Union for Civil Liberties, Karnataka (PUCL-K) reports that discrimination against sexuality minorities is embedded at workplaces.... [tags: lgbt, banglore, employee resource, inclusion]
2068 words (5.9 pages)
- Have you ever thought what actually influences our perception of stimuli we encounter on a daily basis. The topic of this paper is perception. Many times, the way we take in information from the world, is entirely up us as an individual but most times perception is influenced by external factors, which cannot be controlled. Perception is an opinion held by individuals regarding how things seem in the real world. The area regarding perception interests me greatly because I feel it is very interesting how different individuals have different ways to perceive the same exact information.... [tags: Perception, Psychology, Cognition, Mind]
1400 words (4 pages)
- Factors Influencing Perception Perception is influenced by three key points, the perceiver itself, the situation, and the target. The perceiver is the main point of interpretation which is influenced by attitudes, motives, interests, past experiences, and expectations. The target has characteristics which affect what we perceive, such as novelty, motion, size, shape, and background. Finally, the situation will sway our thoughts on certain objects due to its time, works setting or social setting.... [tags: Emotion, Feeling, Perception, Mind]
1057 words (3 pages)
- An employee’s perception of organizational restructuring can vary greatly, particularly when it comes to morale. For the purpose of this literature review, we will define morale as the feelings of enthusiasm and loyalty that a person or group has about a task or job (Merriam-Webster). Also for the purpose of this literature review, we will use Caplow’s (1976) definition of an organization which is, a social system deliberately established to carry out some definite purpose (p. 3). Employees’ work morale is very difficult to decipher, and is very unsettling, highly dynamic, and sensitive to many factors.... [tags: Management, Employment, Organization]
1810 words (5.2 pages)
- The most used definition in relation to CSR is based on Carroll 's (1979) statement that “the social responsibility of business encompasses the economic, legal, ethical, and discretionary expectations that society has of organizations at a given point in time.” (cited in Fontaine, 2013). CSR is the carrier of many names such as “citizenship”, “social performance”, “corporate conscience” or “sustainable responsible business” (Fontaine, 2013). To understand to broad aspect of CSR, it must be considered for a complex perspective.... [tags: Corporate social responsibility]
1155 words (3.3 pages)
- As the world become more globalized and civilized, it is important for any company to contribute to do the social responsibility beside their main purpose of making profits (Erhemjamts, Li, & Venkateswaran, 2013; Otubanjo, 2013). This paper aims to provide a description of corporate social responsibility (CSR) associating with its tremendous effects on international business both positively and negatively. In addition, the paper as well contains discussion about both shareholder’s and stakeholder’s point of views on corporate social responsibility as there have been quite a few controversial about their benefits when implementing CSR.... [tags: globalization, civilization, companies]
1412 words (4 pages)
- 'We see and understand things not as they are but as we are' Christopher Columbus, in the 1440’s on his voyage to America, saw three mermaids and described them as insight of females who rose from the sea. Did Christopher Columbus Imagine the mermaids because he was interested in fantasies or did he actual see it. On one hand I do believe that we understand and see things not as they are but as we are, on the other hand disagree with this statement. The way we view things reflects on our personality and each of our personality is different and some people also have similar personality.... [tags: Perception]
1175 words (3.4 pages)
- What is motivation. Motivation is the “total propensity or level of desire of an individual to behave in a certain manner at a certain time.”(P. 71 Dixon, 1997) Also, it can be defined as the “willingness of an individual to respond to the organisation’s requirements in short run.”(P.71 Dixon, 1997) Motivation is important to productivity. Getting good results in motivating staff can also results in high productivity. Why motivating staff is the most difficult task for any kinds of managers. It is because “individual behaviour is a complex phenomenon”(Davidson et al 2005,p.304)Clearly, A manager must “make motivating workers as an integral part of job “(Harvard Business School Press, 2005,... [tags: Employee Productivity Management Job Satisfaction]
1356 words (3.9 pages)