The Effect Of Perceptions Towards Csr Activities On Brand...

5.1 Introduction This chapter will firstly summarize the findings, and then will link the findings with the previous researches in order to discuss this research. Aims and objectives will be assessed in this chapter, in addition, the practical marketing implication will be shown, and finally, this chapter will talk about the limitations of this research, and will make recommendations for the future research. 5.2 Discussions on findings The aim of this study is to examine the effect of perceptions towards CSR activities on brand image from consumers and employees perspective. Five objectives are undertaken so as to accomplish the aim. The first objective is to test whether consumes’ perception towards CSR-Environment will influence the†¦show more content†¦The second objective is to examine the relationship between consumers’ perception towards CSR-Society and brand image. And this objective has been tested through H2a and H2b, referring to the analysis results, H2a is rejected and H2b is accepted, which means consumers’ good perception towards CSR-Society only has positive influence on emotional brand image. Based on the previous researches, this result is coherent with Hoeffler and Keller (2002), who illustrated that the relationship between CSR-Society and functional brand image is limited, at the same time, some researches (Obermiller et al., 2009; Yoon et al., 2006; Rick 2005;Singh et al. 2008) states that consumers’ good perception towards CSR-Society activities contribute to the positive emotional brand image, this is because consumers get psychological feelings after pe rceive CSR-Society activities, for instance, consumers regard themselves as the people who care about the social issues like the company. The third objective of the research is based on employees’ perspective in order to find out the relationship between employees’ perception towards CSR-Environment and brand image. From chapter 4, H3a is rejected and H3b is accepted, so employees’ good perception towards CSR-society only has positive influence on emotional