ABSTRACT

With corporate social responsibility (CSR) becoming increasingly important, this research forms a nexus for strategic CSR and internal brand knowledge through the conceptual development and empirical validation of a model. The research methodology is based on an online survey administered via a temporal data collection approach (i.e. two-wave). The findings substantiate that internal branding constructs that characterise the employees internal CSR experienced. The internal CSR experience is also shaped by individual factors, such as employee awareness of CSR, perception of the sincerity of the CSR brand and subjective knowledge of CSR. The findings demonstrate the precedential effect of the internal branding constructs on employee performance outcomes (CSR involvement, organisational attachment and organisational citizenship behaviours). The integrity of the model is substantiated by partial least squares (PLS) testing. The study provides scholars and practitioners with empirical evidence of CSR as an internal branding tool to improve brand alignment and employee performance.

摘要

随着企业社会责任 (CSR) 变得越来越重要，这项研究通过模型的概念发展和实证验证形成了战略 CSR 和内部品牌知识的联系。研究方法基于通过时间数据收集方法（即两波）管理的在线调查。调查结果证实了内部品牌构建表征员工内部 CSR 经历。内部CSR体验也受个体因素的影响，如员工对CSR的认识、对CSR品牌诚意的感知、对CSR的主观认识等。研究结果证明了内部品牌建设对员工绩效结果（CSR参与，组织依恋和组织公民行为）的先验作用。模型的完整性由偏最小二乘 (PLS) 测试证实。该研究为学者和从业者提供了将企业社会责任作为内部品牌工具以提高品牌一致性和员工绩效的经验证据。