IDEAS home Printed from https://ideas.repec.org/a/sae/sagope/v10y2020i4p2158244020972372.html
   My bibliography  Save this article

Employees’ Perception of CSR Affecting Employer Brand, Brand Image, and Corporate Reputation

Author

Listed:
  • Fatih Özcan
  • Meral Elçi

Abstract

Employees are one of the most important factors in business. Therefore, enterprises should account for the expectations of employees, particularly their perception of the enterprise, and their behavior. This study investigates the importance of employees’ perceived corporate social responsibility (CSR) and also examines the potential role of predicting employer brand, brand image, and corporate reputation. The study’s participants comprise employees working in different departments of various corporations. A total of 559 surveys were collected from randomly sampled company employees working in small and medium-sized enterprises (SMEs) in Turkey, and the responses were analyzed using component-based least squares modeling. The model was analyzed and validated by Smart partial least squares software. Employee-oriented CSR activities have a positive effect on employer brand and brand image perceptions among employees in SMEs. Perceived corporate reputation mediates this relationship.

Suggested Citation

  • Fatih Özcan & Meral Elçi, 2020. "Employees’ Perception of CSR Affecting Employer Brand, Brand Image, and Corporate Reputation," SAGE Open, , vol. 10(4), pages 21582440209, November.
  • Handle: RePEc:sae:sagope:v:10:y:2020:i:4:p:2158244020972372
    DOI: 10.1177/2158244020972372
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/2158244020972372
    Download Restriction: no

    File URL: https://libkey.io/10.1177/2158244020972372?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. S. Hansen & Benjamin Dunford & Alan Boss & R. Boss & Ingo Angermeier, 2011. "Corporate Social Responsibility and the Benefits of Employee Trust: A Cross-Disciplinary Perspective," Journal of Business Ethics, Springer, vol. 102(1), pages 29-45, August.
    2. Rizwana Bashir & Atif Hassan & Farooq-E-Azam Cheema, 2012. "Impact Of Corporate Social Responsibility Activities Over The Employees Of The Organization: An Exploratory Study," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 8(2), pages 8-2.
    3. Carroll, Archie B., 1991. "The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders," Business Horizons, Elsevier, vol. 34(4), pages 39-48.
    4. Rizwana Bashir & Atif Hassan & Farooq-E-Azam Cheema, 2012. "Impact Of Corporate Social Responsibility Activities Over The Employees Of The Organization: An Exploratory Study," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 8(2), pages 11-21.
    5. Duff, Angus, 2016. "Corporate social responsibility reporting in professional accounting firms," The British Accounting Review, Elsevier, vol. 48(1), pages 74-86.
    6. Tischer, Sven & Hildebrandt, Lutz, 2014. "Linking corporate reputation and shareholder value using the publication of reputation rankings," Journal of Business Research, Elsevier, vol. 67(5), pages 1007-1017.
    7. Shahriar Akter & John D'Ambra & Pradeep Ray, 2011. "Trustworthiness in mHealth information services: An assessment of a hierarchical model with mediating and moderating effects using partial least squares (PLS)," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 62(1), pages 100-116, January.
    8. Duygu Turker, 2009. "How Corporate Social Responsibility Influences Organizational Commitment," Journal of Business Ethics, Springer, vol. 89(2), pages 189-204, October.
    9. Rupp, Deborah E. & Skarlicki, Daniel & Shao, Ruodan, 2013. "The Psychology of Corporate Social Responsibility and Humanitarian Work: A Person-Centric Perspective," Industrial and Organizational Psychology, Cambridge University Press, vol. 6(4), pages 361-368, December.
    10. Shahriar Akter & John D'Ambra & Pradeep Ray, 2011. "Trustworthiness in mHealth information services: An assessment of a hierarchical model with mediating and moderating effects using partial least squares (PLS)," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 62(1), pages 100-116, January.
    11. Hanna Kim & Won-Moo Hur & Junsang Yeo, 2015. "Corporate Brand Trust as a Mediator in the Relationship between Consumer Perception of CSR, Corporate Hypocrisy, and Corporate Reputation," Sustainability, MDPI, vol. 7(4), pages 1-12, March.
    12. Glavas, Ante & Kelley, Ken, 2014. "The Effects of Perceived Corporate Social Responsibility on Employee Attitudes," Business Ethics Quarterly, Cambridge University Press, vol. 24(2), pages 165-202, April.
    13. Pride Morokane & Manoj Chiba & Nicola Kleyn, 2016. "Drivers of employee propensity to endorse their corporate brand," Journal of Brand Management, Palgrave Macmillan, vol. 23(1), pages 55-66, January.
    14. Hayam Wahba, 2008. "Does the market value corporate environmental responsibility? An empirical examination," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 15(2), pages 89-99, March.
    15. John Hulland, 1999. "Use of partial least squares (PLS) in strategic management research: a review of four recent studies," Strategic Management Journal, Wiley Blackwell, vol. 20(2), pages 195-204, February.
    16. François Maon & Adam Lindgreen & Valérie Swaen, 2009. "Designing and Implementing Corporate Social Responsibility: An Integrative Framework Grounded in Theory and Practice," Journal of Business Ethics, Springer, vol. 87(1), pages 71-89, April.
    17. Chi-Shiun Lai & Chih-Jen Chiu & Chin-Fang Yang & Da-Chang Pai, 2010. "The Effects of Corporate Social Responsibility on Brand Performance: The Mediating Effect of Industrial Brand Equity and Corporate Reputation," Journal of Business Ethics, Springer, vol. 95(3), pages 457-469, September.
    18. Jean-Pascal Gond & Assâad El Akremi & Valérie Swaen & Nishat Babu, 2017. "The psychological microfoundations of corporate social responsibility: A person-centric systematic review," Post-Print halshs-01698534, HAL.
    19. Ker-Tah Hsu, 2012. "The Advertising Effects of Corporate Social Responsibility on Corporate Reputation and Brand Equity: Evidence from the Life Insurance Industry in Taiwan," Journal of Business Ethics, Springer, vol. 109(2), pages 189-201, August.
    20. Zhilong Tian & Rui Wang & Wen Yang, 2011. "Consumer Responses to Corporate Social Responsibility (CSR) in China," Journal of Business Ethics, Springer, vol. 101(2), pages 197-212, June.
    21. Cho, Charles H. & Patten, Dennis M., 2013. "Green accounting: Reflections from a CSR and environmental disclosure perspective," CRITICAL PERSPECTIVES ON ACCOUNTING, Elsevier, vol. 24(6), pages 443-447.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Saidatul Rahah Hamidi & Maizatul Akmar Ismail & Shuhaida Mohamed Shuhidan & Shamsiah Abd Kadir, 2023. "Corporate Reputation in Industry 4.0: A Systematic Literature Review and Bibliometric Analysis," SAGE Open, , vol. 13(4), pages 21582440231, October.
    2. Samar El Sayad & Ahmed Diab, 2022. "Bank Employee Perceptions of Corporate Social Responsibility Practices: Evidence from Egypt," Sustainability, MDPI, vol. 14(3), pages 1-32, February.
    3. Joana Araújo & Inês Veiga Pereira & José Duarte Santos, 2023. "The Effect of Corporate Social Responsibility on Brand Image and Brand Equity and Its Impact on Consumer Satisfaction," Administrative Sciences, MDPI, vol. 13(5), pages 1-16, April.
    4. Syed Asim Shah & Muhammad Haroon Shoukat & Waseef Jamal & Muhammad Shakil Ahmad, 2023. "What Drives Followers-Influencer Intention in Influencer Marketing? The Perspectives of Emotional Attachment and Quality of Information," SAGE Open, , vol. 13(2), pages 21582440231, June.
    5. Natalia Wagner & Bogusz Wiśnicki, 2022. "The Importance of Emerging Technologies to the Increasing of Corporate Sustainability in Shipping Companies," Sustainability, MDPI, vol. 14(19), pages 1-20, September.
    6. Olukorede Adewole, 2024. "‘Leveraging on CSR as a tool of brand communication based on consumer’s perception with extrapolation from a novel 3-factor model," International Journal of Corporate Social Responsibility, Springer, vol. 9(1), pages 1-23, December.
    7. Krisztina Szegedi & Tamás Németh & Dorina Körtvési, 2023. "Employer Branding in the Fashion Industry: CSR Actions by Fashion SMEs," Sustainability, MDPI, vol. 15(3), pages 1-18, January.
    8. Shu-Hsien Liao & Da-Chian Hu & Huan-Lun Chou, 2022. "Consumer Perceived Service Quality and Purchase Intention: Two Moderated Mediation Models Investigation," SAGE Open, , vol. 12(4), pages 21582440221, December.
    9. Xiaobo Wang & Zhishan An & Caixia Zhang, 2023. "Identifying Crucial Attributes of Sustainable Operation for Scientific Instrument Platforms With a Fuzzy Synthetic Cause-Effect Model," SAGE Open, , vol. 13(3), pages 21582440231, August.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Muhsina Jannat & Md. Mahmudul Haque & Mohammad Ashraful Ferdous Chowdhury, 2024. "Does Trust Mediate in Corporate Social Responsibility (CSR) and Brand Equity Nexus? Empirical Evidence from the Banking Sector," FIIB Business Review, , vol. 13(3), pages 340-355, May.
    2. Seunghee Im & Yang Woon Chung & Ji Yeon Yang, 2016. "Employees’ Participation in Corporate Social Responsibility and Organizational Outcomes: The Moderating Role of Person–CSR Fit," Sustainability, MDPI, vol. 9(1), pages 1-14, December.
    3. Erifili-Christina Chatzopoulou & Dimitris Manolopoulos & Vasia Agapitou, 2022. "Corporate Social Responsibility and Employee Outcomes: Interrelations of External and Internal Orientations with Job Satisfaction and Organizational Commitment," Journal of Business Ethics, Springer, vol. 179(3), pages 795-817, September.
    4. Nematollah Shiri & Vahid Jafari‐Sadeghi, 2023. "Corporate social responsibility and green behaviour: Towards sustainable food‐business development," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(2), pages 605-620, March.
    5. Francisco Javier Forcadell & Elisa Aracil, 2017. "European Banks' Reputation for Corporate Social Responsibility," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 24(1), pages 1-14, January.
    6. Byung‐Jik Kim & Youngkyun Chang & Tae‐Hyun Kim, 2023. "Translating corporate social responsibility into financial performance: Exploring roles of work engagement and strategic coherence," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(5), pages 2555-2573, September.
    7. Heung-Jun Jung & Mohammad Ali, 2017. "Corporate Social Responsibility, Organizational Justice and Positive Employee Attitudes: In the Context of Korean Employment Relations," Sustainability, MDPI, vol. 9(11), pages 1-24, October.
    8. Rama Shankar Yadav & Sanket Sunand Dash & Shreyashi Chakraborty & Manoj Kumar, 2018. "Perceived CSR and Corporate Reputation: The Mediating Role of Employee Trust," Vikalpa: The Journal for Decision Makers, , vol. 43(3), pages 139-151, September.
    9. Leemen Lee & Li‐Fei Chen, 2018. "Boosting employee retention through CSR: A configurational analysis," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(5), pages 948-960, September.
    10. Marco Guerci & Adelien Decramer & Thomas Waeyenberg & Ina Aust, 2019. "Moving Beyond the Link Between HRM and Economic Performance: A Study on the Individual Reactions of HR Managers and Professionals to Sustainable HRM," Journal of Business Ethics, Springer, vol. 160(3), pages 783-800, December.
    11. Pasricha, Palvi & Nivedhitha, K.S. & Raghuvanshi, Juhi, 2023. "The perceived CSR-innovative behavior conundrum: Towards unlocking the socio-emotional black box," Journal of Business Research, Elsevier, vol. 161(C).
    12. Seojin Stacey Lee & Yaeri Kim & Taewoo Roh, 2019. "Modified Pyramid of CSR for Corporate Image and Customer Loyalty: Focusing on the Moderating Role of the CSR Experience," Sustainability, MDPI, vol. 11(17), pages 1-21, August.
    13. Ifzal Ahmad & Khurram Shahzad & Asma Gul, 2019. "Mediating Role of Customer Satisfaction between Corporate Social Responsibility and Customer-Based Brand Equity," Business & Economic Review, Institute of Management Sciences, Peshawar, Pakistan, vol. 11(1), pages 123-144, March.
    14. Mahrinasari MS, 2019. "Determinants of Brand Equity: Communication of Corporate Social Responsibility (CSR) versus CSR itself and Company Credibility," Contemporary Economics, University of Economics and Human Sciences in Warsaw., vol. 13(3), September.
    15. Sora Kang & Su Jin Han & Jounghae Bang, 2018. "The Fit between Employees’ Perception and the Organization’s Behavior in Terms of Corporate Social Responsibility," Sustainability, MDPI, vol. 10(5), pages 1-19, May.
    16. Mobin Fatma & Imran Khan, 2023. "CSR Influence on Brand Loyalty in Banking: The Role of Brand Credibility and Brand Identification," Sustainability, MDPI, vol. 15(1), pages 1-13, January.
    17. Byung-Jik Kim & Se-Youn Jung & Jeyong Jung, 2022. "“Does a Good Firm Diminish the Bad Behavior of Its Employees?”: The Sequential Mediation Effect of Organizational Trust and Organizational Commitment, and the Moderation Effect of Work Overload," IJERPH, MDPI, vol. 19(11), pages 1-19, May.
    18. Kim, Yeonshin & Hur, Won-Moo & Lee, Luri, 2023. "Understanding customer participation in CSR activities: The impact of perceptions of CSR, affective commitment, brand equity, and corporate reputation," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    19. Gupta, Prashant & Seetharaman, A. & Raj, John Rudolph, 2013. "The usage and adoption of cloud computing by small and medium businesses," International Journal of Information Management, Elsevier, vol. 33(5), pages 861-874.
    20. David A. Jones & Alexander Newman & Ruodan Shao & Fang Lee Cooke, 2019. "Advances in Employee-Focused Micro-Level Research on Corporate Social Responsibility: Situating New Contributions Within the Current State of the Literature," Journal of Business Ethics, Springer, vol. 157(2), pages 293-302, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:sagope:v:10:y:2020:i:4:p:2158244020972372. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.