The relationship between employees' perceptions of Solidarity's corporate brand and their CSR project, Helping Hands
Year: 2014
Type: dissertation
Study design: Observational Study
Abstract: Movement's CSR project, Helping Hand, and their perceptions of the Solidarity Movement's corporate brand?A quantitative questionnaire was applied as data collection method.The results confirmed that employees perceived the Solidarity Movement's corporate brand and CSR in a positive light and felt that they could identify with the company's CSR and that they contributed to the corporate brand of the company.With regard to the correlation between CSR and corporate branding, this study indicated a relationship between employee's perceptions of the company's CSR projects and their perceptions of the corporate brand.The fact that employees could identify with the company's CSR and its focus, viewed Solidarity Helping Hand as aligned with the business strategy of the Solidarity Movement and felt that this resulted in them wanting to have a long-term relationship with the company impacted most on perceptions of the corporate brand.
Author: Lydia Van der Kooy
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2181433264