Research On The Impacts Of Brand Social Responsibility Perception On Employees’ Work Performance

In recent years,enterprises have faced greater competition amid the integration and interaction of the global market economy and begun to focus on cultivating their brand value.After the concept of "Brand Social Responsibility" was put forward,enterprise managers change their views,starting to pay attention to internal management instead of external management,and many of them have questions about what distinguishes the concept of brand social responsibility from that of corporate social responsibility,whether it is worth incorporating employees’ value transmission and brand cognition into brand management,whether it is appropriate to improve employees’ value recognition through internal marketing and brand relationship for further affecting their work performance,whether employees can perceive brand responsibility activities of the enterprise,and what the main influencing factors of employees’ work performance are.In this context,the research focuses on employees’ brand social responsibility perception and dives deep into the impacts of brand social responsibility perceived by employees on their work performance.The research results will make enterprise managers attach importance to enterprise brand image and practice positive cultural management mode within the enterprise while bearing corresponding responsibilities outside the enterprise,so as to improve organizational commitment of employees and create favorable results.In this paper,a new concept was selected as research subject,namely brand social responsibility.Scholars used to focus on the research of corporate social responsibility,but the research on brand is becoming more important with the development of branding.For this reason,the concept and connotation of brand social responsibility perception are expected to be expanded and distinguished from the concept of corporate social responsibility by sorting out current research results and combining empirical analysis in this paper,thus increasing the depth and breadth of the academic research on the concept of brand social responsibility to a certain extent.In this paper,it is demonstrated that employees’ value cognition,which is generated from their perception of brand social responsibility,positively affects their work performance through reference carding and empirical analysis.Enterprise managers are inspired for adjusting their management mode within the enterprise.On the one hand,awareness of brand social responsibility within the enterprise should be enhanced and internal cultural management of the enterprise should be emphasized.Enterprise managers should apply theories to actual conditions,and enterprises should formulate and implement corresponding internal management strategies.On the other hand,stressing corporate responsibility within the enterprise is an important way to improve employees’ sense of belonging,and employees’ enthusiasm will also directly affect their perception of the brand.This research can help employees properly view and perceive brand responsibility,gradually form organizational commitment that contributes to the enterprise,and enhance their enthusiasm to an energetic and active level,thus creating better performance.