The Effect Of Perceptions Towards Csr Activities On Brand Image From Consumers And Employees Perspective

Based on my interpretation of CSR, I see it as a voluntary obligation that companies have promised to their stakeholders to fulfill by improving, or at least not harm, the environmental and social wellbeing. When companies engage in CSR, they voluntarily promise to, for example, carry the responsibility to protect the environment and take actions against bribe or other corruptive activities related to their business. It certainly has some positive influences to specific areas based on my knowledge gained from other classes; nevertheless, when judge CSR in the context of total impacts on our society and environment, it is obvious that CSR has failed its mission to lessen the negative impacts of business based on the evidences that provided by the author. Also, since there is a strong positive relationship between CSR behaviors and consumers’ reactions to a firm’s products and services, it seems to me, now, that CSR for the most companies is just a fancy cover that helps them to create or promote a good image and reputation. The recent case that shows the failure of CSR of Volkswagen even make me believe that CSR programs may be just a marketing or public relation exercise for many

Once the company have agree on the idea of CSR program, the company should do it in way that make connection between  what a company can do for society, and how it will affect its business. When a company like Coca-Cola, for example, contributes $88 million annually in different CSR programs or when Microsoft donates almost $300 million annually to nongovernmental organizations around the world there have to be some good explanation on why they do this and how it help the company image and position in the world. Nike in the other had they realize after getting burned by bad publicity because of attack of negative press and large-scale protests from those who claimed its contract employees were paid low wages and working in dangerous conditions in overseas factories. They have to invest time and energy into their CSR programs to reduce the negative environmental impact.

H3a and H3b assume that employees’ perception of CSR-Society has the positive influence on functional brand image and emotional brand image. In terms of H3a (See figure 30a in Appendix F), employees’ good perception of CSR-Environment doesn’t have the positive influence on functional brand image, because the coefficients (β= -.246, t=-.1777 and p=. 082). Hence, H3a is

In this article, “The Truth About CSR,” authors Rangan, Chase and Karim stress the importance in aligning a company’s social and environmental activities with its business purpose and values (Rangan, Chase, & Karim, 2015, 41). Outcomes of CSR programs should be a “spillover” and not a primary focus of a business, expressing concern towards social responsibility and corporations failing to contribute to society accordingly (Rangan, Chase, Karim, 2015, 42). There is a great deal of importance in companies refocusing their CSR activities on a primary goal and in providing an organized process for bringing consistency and discipline to CSR strategies (42). Rangan, Chase and Karim want corporations to understand why it is important for them to evaluate their CSR activities and refocus them towards the goal of reinforcing the firm’s societal and environmental actions, while also ensuring their actions add to the overall purpose and values of the corporation. According to the authors, even though

This recent reality, combined with globalization, is forcing companies to forge new kinds of relationships with buyers and countries. The financial valuation of companies are taking ever greater account of intangible elements, such as brands, patents and the company’s general image, with companies being bound to take account of these things in an effort to satisfy their shareholders. Environmental protection has become a highly motivating factor, and companies are being pressed to identify stakeholders with whom to team up. With brand value and reputation increasingly being seen as one of a company’s most valuable assets, CSR is now seen as building loyalty and trust amongst shareholders, employees and customers ( Tssa, (n.d.)).

Current approaches to CSR are fragmented and/or disconnected from business goals. Many firms still consider CSR as another generic public relations problem in which media campaigns and CSR reports are used to paint the company as a positive ethical, social and or environmental advocator and supporter. For example, the annual reports discuss a firm’s sensitivities to CSR issues, but completely lack the entire story and offer no further forward commitments from the firm. Further, the ratings and rankings measurements are self-appointed by the firm, not always accurate to validate the work and direct impact to what they are measuring, and the criteria base varies widely and weighed differently in the final scoring. Worst of all the data lacks impartial auditors for validating the data to ensure the ratings have been accurately met, and data is statistically significant and a good proxy for what it is supposed to reflect. This has resulted in reactive initiatives designed to appease vocal

Environmental concern and social impacts of business is always a serious issue in today’s day organization. This trend has increased now a days due to the pressures from various stakeholders the prominent being the consumers. The companies need to be sensitive to social and ethical issues affecting the business. This is not just for the short term objective of gaining profits but for the survival of the business for long term. The need of the hour is therefore focus on triple bottom line approach and not just focus on sales, profitability or market share. There is a direct correlation between the corporate responsibility policies and the business performance. The companies should prepare for a sustainable marketing by reexamining the social

It has importance for organization who wants to search for the best industry talent. Let us understand its importance by taking a look at the initiatives that top companies from Pakistan, these companies have taken to establish themselves as strong employer brands. Branding has always been about the organization and how they manage to build its reputation. The reason that I am studying this topic “Employer Branding” is to find out the link between employer branding and how it puts it effects on the rate of retained employees in the organization the workers who are not willing to quit their jobs and are happy to work in a particular organization, further this research studies that how much employer branding has its effects of Motivation. An increased trend has been seen among the employees that they are getting more concerned about the Corporate Social Responsibility activities of the organization by looking into this topic this research is also trying to find out the link between Employer Branding and Corporate Social

Corporate social responsibility is raising concern in recent years. It becomes a key issue for most companies and organizations. Corporate social responsibility is important in the sense that it has strategic implications for corporations in different industries. Previous studies about corporate social responsibility usually explore the relationship between corporate social responsibility and financial performance of a business. However, in this study, the relationship among CSR, Corporate Image and Brand Equity is focused. The company’s activities based on CSR have positive impacts on its corporate image. Also, the more CSR bore by a company, the more positive image the company would have; and both CSR and corporate image would affect the brand equity as a whole. The attempt of this study is to examine the impact of corporate social responsibility towards the operation strategies of McDonald’s. By applying the model of CSR and identifying the relationship among CSR, Corporate Image and Brand Equity, the effects of McDonald’s CSR strategies are projected. The theoretical relationship among the

Unfortunately many corporations do not give back to the community in which they do business in. Also in different cultures, CSR is viewed differently both on a cognitive and emotional level. The data is taken from surveys and marketing research conducted with corporations and other organizations.

In a competitive business environment where consumers are increasingly aware of their buying power, they are asserting their right to not only demand quality but hold companies to account to high standards. They are concerned with where the goods were originated, the conditions under which the goods are manufactured and what ethos a brand stands by. It has become crucial for a business to be built on ethical practices in order for an organization to maintain its success. Over time the idea of CSR just being an unnecessary expense has shifted, with it coming as far as being called out as a, ‘definitively important strategic issue’, Businesses now see CSR as a method of generating and protecting income through creating a good brand image and customer loyalty.

Dr P Chitramani and Ms Deepa S., in 2013, presented a case study of Employer Branding of IT companies in India. The case study method was adopted to study various initiatives taken by selected IT companies of India to build strong Employer Brand among the people. Only three companies TCS, Infosys, and Wipro was taken under study and it was found that for last five years the trend of CSR activities has increased to build the Brand and to stand out from other competitors in the

With the spread of social marketing and CSR in the world, organizations tend to not only consider the consumers’ demands and the companies’ profit, but also take the consumers’ and societies’ long-term benefit into account. Hildebrand,D,et,al (2011) demonstrated that the CSR activities can make up the central, special and core characteristics of the company identity, the identification of the corporate can also be aroused due to CSR activities. Moreover, Porter and Kramer (2006) highlighted that CSR can aid companies create the ability to achieve corporate resource so as to build a sustainable and defensible competitive position. So the companies should consciously undertake corporate social responsibility.

Nowadays, corporations which are considered to be profit-driven organizations try hard to come up with novel marketing strategies and utilize them to maximum their own profits. Moreover, more and more consumers’ attitude toward corporations’ impression are on the basis of their performance on social environment. This trend makes corporations tend to concentrate on how to give consumers a so called “good” impression (CSR or CRM?).

The researcher also had discussions with the interviewees regarding the benefits that these CSR activities have brought to the organization. It was established that many organizations have a CSR Policy, which defines areas of concern and initiatives to improve relations with the people and environments affected by business operations (Bell, 2016). The interviewees agreed however that CSR is about more than environmental responsibility or having a recycling policy. Its initiatives take organizations beyond compliance with legislation and leads them to honor ethical values, respect people, communities and the natural environment. But most of all CSR is sustainable - involving activities that their organization can maintain without adversely affecting the business goals. Few benefits mentioned were;