Understanding corporate social responsibility’s influence on brand reputation, employer branding, and performance

Authors

  • Shaista Kamal Khan Bahria University Karachi Campus, Pakistan
  • Anji Benhamed Higher Colleges of Technology, AAWC, Al Ain, Abu Dhabi, UAE https://orcid.org/0000-0002-5416-7792
  • Mohammad Soliman Sultan Qaboos University, College of Economics and Political Science, Marketing Department, Oman https://orcid.org/0000-0002-9359-763X
  • Gamal S. A. Khalifa Higher Colleges of Technology, AAWC, Al Ain, Abu Dhabi, UAE; and Faculty of Tourism & Hotels, Fayoum University, Egypt

DOI:

https://doi.org/10.18089/tms.20240406

Keywords:

Corporate Social Responsibility, Employer Brand, Brand Performance, Corporate Reputation, Engaged Workforce

Abstract

Many studies have explored corporate social responsibility (CSR) outcomes in different contexts, but few empirically examine its effects on brand reputation, employer branding, and performance, considering employees' perspectives, particularly in banking. Consequently, this study aims to examine how employees’ perceptions of CSR influence brand reputation, employer branding, and performance in the banking sector, highlighting the mediating role of brand reputation. A quantitative approach was applied using a questionnaire to collect data from employees working in different banks in Pakistan. 254 responses were collected and analysed using PLS-SEM. The findings indicated that CRS positively and significantly impacts brand reputation, employer branding, and performance. Both employer branding and performance are significantly affected by brand reputation, which in turn has a substantial intervening role in the connections between CRS and employer branding and performance. This study contributes to the extant literature on CRS within the banking sector. It provides practical contributions for managers and concerned stakeholders to better understand the consequences of CSR. Limitations and directions for further research are also provided.

Author Biographies

  • Shaista Kamal Khan, Bahria University Karachi Campus, Pakistan

    Dr. Shaista Kamal Khan is an Assistant Professor in the Department of Business Studies at Bahria University Karachi Campus, Pakistan. She holds a Ph.D. in marketing with 20 years of experience in education. She also worked as head of the Department of Commerce and Business Administration at Jinnah University for Women, Karachi, Pakistan. She attended international conferences and published research articles in well-reputed international journals.

  • Anji Benhamed, Higher Colleges of Technology, AAWC, Al Ain, Abu Dhabi, UAE

    Dr. Anji Benhamed holds a PhD from University of Paris 13, Sorbonne, Paris City, in the area of Management and Entrepreneurship with a high level of distinction, currently a faculty member and Division Chair of the business program at the College of Business at Higher College of Technology, AAC, UAE. Dr Anji is a business consultant, coach-trainer, and mentor in entrepreneurship and Innovation.

  • Mohammad Soliman, Sultan Qaboos University, College of Economics and Political Science, Marketing Department, Oman

    Dr. Mohammad Soliman currently works at the Marketing Department, Sultan Qaboos University, Oman. He previously served as Head of Research and Consultation Department, UTAS, Salalah, Oman. He is also a Full Professor at Fayoum University, Egypt. He has published multiple papers in high-rank journals indexed in WoS and Scopus. Additionally, he sits on the editorial board of different academic journals. He has successfully supervised and examined several master’s and PhD theses. His research interests include destination marketing, tourism marketing, branding, consumer behaviour, AI in education & marketing.

  • Gamal S. A. Khalifa, Higher Colleges of Technology, AAWC, Al Ain, Abu Dhabi, UAE; and Faculty of Tourism & Hotels, Fayoum University, Egypt

    Dr. Gamal S. A. Khalifa is an Associate Professor who worked at Fayoum University in Egypt, ex-Dean, Faculty of Hospitality and tourism, Lincoln University, Malaysia, School of Postgraduate, City University, Malaysia, and is currently employed at Higher Colleges of Technology in the UAE. His research focuses on various areas such as Tourism Marketing, Education, Human Resources, Strategic Management, Risk Management, and Hospitality Management.

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13.09.2024

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Business/Management: Research Papers

How to Cite

Khan, S. K., Benhamed, A., Soliman, M., & Khalifa, G. S. A. (2024). Understanding corporate social responsibility’s influence on brand reputation, employer branding, and performance. Tourism & Management Studies, 20(4), 73-84. https://doi.org/10.18089/tms.20240406

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