THE RELATIONSHIP BETWEEN CORPORATE SOCIAL RESPONSIBILITY AND ORGANIZATIONAL COMMITMENT: THE ROLE OF CORPORATE IMAGE AS THE MEDIATOR
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Date
2011
Authors
CHIEN, LEE YONG
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Abstract
This study aims to investigate the mediating effect of the employees' perceived
corporate image on the relationship between the organization's CSR practices and the
employee's organizational commitment. Samples were collected mainly from CSR
and award winning organizations to ensure that respondents have sufficient
understanding on CSR elements. This study discovered that the respondents grouped
the CSR dimensions into Economic, Business Compliance, Workplace and
Discretionary Responsibility instead of following the frequently referred CSR
dimensions proposed by Carroll (1979). The regression results also revealed that
Corporate Image does not mediate between all the CSR variables and organizational
commitment. It only mediates between CSR effort in Discretionary Responsibility
and Organizational Commitment (Affective Commitment, Continuance Commitment
and Normative Commitment) and also Business Compliance Responsibility and
Normative Commitment. As such, this study revealed the changes in employees'
perception on CSR and also enables managers to understand which CSR components
they need to focus on to improve their employees' perception of their organization as
this perception (or image) will lead the employees' into deciding their commitment to
the organization.
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THE RELATIONSHIP BETWEEN CORPORATE SOCIAL RESPONSIBILITY