Abstract:

This research explores the explicit mechanism of internal corporate social responsibility, investigates how consumer’s perception of employee responsibility are made, thereby affecting consumer brand attitudes. According to multiple stepwise regression method based on 378 valid samples, the following conclusions are obtained: the consumer’s perception of employee responsibility has a positive effect on brand attitude; the external corporate social responsibility moderates the relationship between the employee responsibility and brand attitude; consumers - corporate identity negatively moderates effect of external corporate responsibility to employee responsibility and brand attitudes. In practice, managers should consider the possible external influences by the performance of employee responsibility. The research also gives the answer to "why the same level of social responsibility brings different evaluation of the consumer?"

Key words: corporate social responsibility, employee responsibility, consumer-company identity, explicit mechanism, brand attitude