The implication for corporate social responsibility initiatives on employees’ perceived brand equity and their work engagement in true corporation public company limited

Abstract

The survey research aims to investigate the implication of Corporate Social Responsibility initiatives (CSR Initiatives) on employees’ perceived brand equity and their work engagement in True Corporation Public Company Limited (TRUE). Two hundred TRUE employees, selected by using non-probability purposive sampling and convenience sampling, participated in the survey. The means, standard deviation of data is being tabulated and analyzed by Chi-square and Spearman Rank Correlation with the significance level of .05. The findings reveal the following results: 1. The samples’ participation in corporate social marketing is significantly correlated with employee’s perceived brand equity of TRUE Corporation Public Company Limited, including information generation, knowledge dissemination, role clarity, brand commitment, brand citizenship behavior, employee satisfaction, employee intention to stay, positive employee word of mouth, management support, organizational socialization, employee attitude towards the job, employee involvement, and the ‘H’ factor. However, there is no significant correlation between employees’ participation in corporate cause promotion, cause-related marketing, corporate philanthropy, community volunteering, socially responsible business practices and employee’s perceived brand equity of TRUE Corporation Public Company Limited. 2. There is no significant relationship between the samples’ participation in corporate cause promotion, cause-related marketing, corporate social marketing, corporate philanthropy, community volunteering, socially responsible business practices and employee their work engagement at Corporation Public Company Limited, including vigor, dedication and absorption. 3. The samples’ perceived the overall brand equity of TRUE Corporation Public Company Limited is significantly correlated their work engagement at TRUE Corporation Public Company Limited. In addition, there is significantly correlation between the employees’ self-perceived brand equity of TRUE Corporation Public Company Limited (including information generation, knowledge dissemination, role clarity, brand commitment, brand citizenship behavior, employee satisfaction, employee intention to stay, positive employee word of mouth, management support, organizational socialization, employee attitude toward the job, employee involvement, and the ‘H’ factor) and each dimension of employee engagement of True Corporation Public Company Limited, including vigor, dedication and absorption.