The role of corporate social responsibility activities in employees’ perception of brand reputation and brand equity

Abstract

The sustainable development of enterprises, which has economic, commercial, ethical, social, and environmental dimensions, is increasingly attracting attention. Focusing on the dimensions of sustainable development is essential in the present day. This study adds to the literature by examining the role of the dimensions of corporate social responsibility (CSR) in employees’ perceptions of the importance of CSR activities for improving brand reputation by enhancing brand equity. A questionnaire was administered to the participants, who were recruited by using a random sampling approach. The target respondents were representatives of Vietnamese enterprises that engage in CSR activities in the course of their management and commercial operations. All data were gathered in Ho Chi Minh City (HCMC), Vietnam, and 417 suitable data samples were selected for analysis. The dimensions of CSR influence internal and external activities at enterprises in HCMC positively. The results indicate that both internal and external CSR activities improve employee satisfaction and that implementing CSR activities supports the enhancement of brand reputation and adds value to brand equity. This study also contributes to and expands the literature on the CSR dimensions of employee satisfaction, which can enhance brand reputation by improving brand equity. Moreover, the study provides valuable insights that may support the managers of Vietnamese enterprises in the adoption of more intensive CSR practices by virtue of focusing on the core values of employee satisfaction and brand management.

Keywords

• Brand reputation
• Brand equity
• Corporate social responsibility
• Employee perception
• Sustainable development