The Relationship Between Perceived Autonomy on CSR, CSR Participation and Employee Brand Love: The Mediation of CSR Participation and Moderation of CSR Credibility

Abstract

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Corporate social responsibility (CSR) has been widely accepted and researched both in business and academic fields. However, the domain of research has focused on macro-CSR or from internal stakeholders' perspectives, and regarding how to maximize the benefits of CSR initiatives is also under-researched. Consequently, this research aims to explore the relationships between the employee perceived autonomy on CSR and their positive attitudes toward the company’s brand, and the underlying mechanism of CSR participation. In addition, this research would also like to explore if the relationship between employee perceived autonomy on CSR and their CSR participation could be strengthened by CSR credibility. This study was conducted among 260 employees in the X insurance industry operating in Taiwan. IBM SPSS 23.0 was used to conduct descriptive statistics, Pearson correlation analysis and hierarchical regression analysis to analyze participants and test hypotheses. The results show that employee perceived autonomy on CSR is critical to enhancing employee brand love, CSR participation plays the mediating role in this relationship. The implications derived from the findings are also discussed.