All hands on deck : how CSR and servant leadership climate affect employee cynicism and work meaning ?

Chan, Elisa K. (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland) ; Yim, Frederick (The Baptist University of Hong Kong, Hong Kong)

Recent marketing management research, such as internal marketing (e.g., Berry et al., 1976), the service-dominant logic (Vargo and Lusch, 2008), and the service-profit chain (e.g., Homburg et al., 2009), have acknowledged the value employees have to a company either as an operant resource (Constanin and Lusch, 1994) or even as an internal customer (Wieseke et al., 2009). This suggests that consumers are not the only target for company’s marketing efforts and that more attention should be paid to understanding employees in order to achieve desirable outcomes. The current study examines how CSR climate in the workplace may help alleviate employee cynicism and enhance work meaning for employees, and eventually, turn them into brand ambassadors manifested in increased brand citizenship behaviors.


Conference Type:
full paper
Faculty:
Economie et Services
School:
EHL
Institute:
Aucun institut
Subject(s):
Economie/gestion
Publisher:
Vancouver, Canada, 29-31 May 2019
Date:
2019-05
Vancouver, Canada
29-31 May 2019
Pagination:
20 p.
Published in:
Proceedings of the 2019 Academy of Marketing Science Annual Conference
Appears in Collection:

Note: The status of this file is: restricted


 Record created 2019-08-19, last modified 2019-09-02

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