The Empirical Study On The Relationship Of CSR And Corporate Reputation From The Perspective Of Staffs

In face of the economic globalization, more and more corporate strive for promoting sustainable competitiveness from all aspects due to the furious competitive pressure. For that, corporate reputation caused more and more attentions from academic and business circles, which named as the corporate sustainable drive engine. At the same time, reputation always be the important intangible assets of corporate. But,how to promote corporate reputation? Considerable investigations show that the corporate social responsibility have positive impact on corporate reputation, moreover, both of them are indispensable factors to the corporate sustainable development. The corporate satisfactory performances of corporate social responsibility can arouse highly recognition and appreciation from relevant stakeholders, that to improve corporate reputation. Lots of discussions have reached on the relationship between the corporate social responsibility and corporate reputation, but they are only place the corporate social responsibility as an influencing factor of corporate reputation, but not systematically analyze relation in detail. Under this background, the deeply research on the relationship between corporate social responsibility and corporate reputation has positive and practical significance to strengthen the theory of corporate social responsibility and corporate reputation, enhance the performance of corporate social responsibility to promote corporate competitiveness and realize the corporate sustainability, as well as increase social welfare.The corporate reputation's importance to modern corporate existence and growth is increasingly confirmed. However, in past research and practice on corporate reputation always stress on external related groups, such as customers, medium and public, but ignore the corporate staffs, the most reliable and lowest cost factors of corporate. In fact, the staff's recognition of corporate social responsibility can influent corporate reputation directly and indirectly, likewise, the employee would be proud of the corporate if he or she recognize the corporate responsibility, working with more passion and attention, and become the propagandist of the corporate to communicate the positive influence of the corporate, which is helpful to the corporate excellent reputation. Meanwhile, the qualification can also determine the quality of the corporate social responsibility. People said that the corporate is the boat, employee is the Rower, professional manager is the Coxswain, and the enterpriser is the old Captain. The professional manager and Enterpriser can only hold the sailing direction; the crucial stability of the sailing depends on the employee. Thereby, the study on corporate social responsibility and reputation from staff perspective, is not only help to fill a vacancy of the current research, but also can arouse the corporate attention of the employee's importance to promote the corporate reputation, to bring up employee's passion and loyalty, and attract talents.Chapter I is Abstract. This part mainly introduces the background, purpose, theoretical and practical significance, and the structure of this study. It indicates the importance of the corporate social responsibility and corporate reputation, while the necessary of this study from staff perspective, as well as the significance of researching on the relationship between the corporate social responsibility and corporate reputation.Chapter II is Literature Review. This part mostly looks back the theoretical research on corporate social responsibility, corporate reputation, and the relationship among employee, corporate social responsibility and corporate reputation at home and abroad. It generally analyzes and summarizes the past researches on the related contents of this paper, to raise key points and establish theoretical base of this paper. It has three sections: Section one is the theoretical review on corporate social responsibility from have or not, concept, content and appraisal system of it. The section two is a presentation on corporate reputation from its concept definition and measurement. The finally is discussion on the relationship among employee, corporate social responsibility and corporate reputation from their interrelations.Chapter III is Model Design and Assumption. This part introduces the research objective and methods of this paper, designs the index system of corporate social responsibility and corporate reputation from staff corporate social responsibility and corporate reputation, set up the theoretical concept of this paper, and also gives the research assumption. Firstly, it presents the research of this paper by adopting the methods of literature research, questionnaire survey and math-physics statistics analysis. Secondly, establish the index system of corporate social responsibility through questionnaire survey from employees, and build up the index system of corporate reputation based on the research achievement from foreign scholars. Finally, it describes the importance between corporate social responsibility and reputation through literature review, and develops the relation model and research assumption between them, it is the corporate social responsibility has significant influence on corporate reputation, and the corporate social responsibility from staff perspective has significance to affective factors and cognitive factors of corporate reputation.Chapter IV is Questionnaire Survey and Statistical Analysis. This part presents the sample select, questionnaire design, issue and distribution firstly, and then draw 193 pieces of sample data from retail employees in Changchun to examine the assumption from last chapter, and test the reliability and validity measurement through SPSS15.0 and AMOS7.0, which shows excellence of the measurement. Finally, it identifies the relativity between variables and dimensions, as well as determines its cause and effect through regression analysis. Correlation analysis shows that the responsibility to employee, consumer and environment is close tightly to the emotional response, cognitive response and overall of corporate reputation. Multiple linear regression analysis shows that the employee significant related with emotional response, cognitive response and overall of corporate reputation, but cannot be in the regression equation, which means that employee a\has no significant influence to the cognitive response of social environment responsibility. For this result, the author comments that it is rationally, environment (nature and society, not the corporate facilities) is not a important factor to retail industry.Chapter V is Conclusion and Outlook. This part summarizes the research conclusion firstly, mainly are: the corporate social responsibility from staff perspective consists of the corporate responsibility to employee, consumer and environment. The three factors of corporate social responsibility (responsibility to employee, consumer and environment) are much related to the two factors of corporate reputation (emotional response, cognitive response), the three factors of corporate social responsibility also close tightly with the corporate reputation. And then, this part points out the limitations of this research, such as the comparatively less of samples and industries. Finally, it forecasts the future research directions.