Employee's Perception Of CSR-Environment And Brand Image

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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
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