The impact of CSR in building a Brand: Intermediate Mechanisms of Employee

Abstract

Organizations often prioritize marketing strategies centered on CSR activities for customer perception and brand success. However, they frequently overlook the crucial role of employees in shaping brand image. Employees, especially those in customer-facing roles, bridge the connection between the company and its customers, influencing customer satisfaction and brand perception. When employees are actively involved and in sync with the values of the brand, they become more effective brand ambassadors. Neglecting this Employee-Based Brand Equity (EBBE) can hinder overall brand growth. To enhance brand equity, it's vital to garner employee support through internal branding efforts. Understanding the relationship between internal brand knowledge, psychological ownership, and corporate social responsibility is pivotal for successful brand building in today's evolving marketing landscape. The study employed SmartPLS to find the strength of relationships between Corporate Social Responsibility, psychological ownership and employee-based brand equity with the moderation of Internal brand knowledge. Results indicate that mediation of Psychological Ownership further enhances the connection between Corporate Social responsibility and the employee-based brand equity.