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Influence of employee volunteering on brand commitment
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Orientador(es)
Resumo(s)
Purpose – The purpose of this paper is to explore the impact of corporate volunteering on
employee bonding and to understand the barriers and motivation to participation in these
events. In contrast to other studies the participants volunteer in their spare time without
expecting any financial reward. Design/methodology/approach – Employees (n 3951) of a
logistic company participated in the study based on an online questionnaire with 6 items and
open questions. The employee sample was divided into 3 groups depending on the frequency
of participation in volunteering events. Findings – Significant differences were found on
bonding between the three groups. In addition, the relevance of control variables like gender,
age and job level were obtained. Furthermore a moderation effect of motivation was found.
The results were interpreted within the broader context that ties motivation theory,
organizational identification and social exchange theory.
Descrição
Palavras-chave
Bonding Organizational identity Motivation (psychology) Voluntarism Corporate Social Responsibility (CSR)