Title: 'No saints', 'no sinners'. Corporate social responsibility impact on occupational embeddedness and corporate brand trust with extrinsic motivation as a moderating construct

Authors: Evans Asante Boadi; Yongan Xu; Josephine Bosompem; Enock Mintah Ampaw; James Agyei

Addresses: The School of Management and Economics and the Centre for West African Studies, University of Electronic Science and Technology of China, No. 2006, Xiyuan Ave. West Hi-Tech, West District, Chengdu 611731, China ' Department of International Trade, Southwestern University of Finance and Economics, Chengdu, China ' Department of Supply Chain Management, Coventry University, Coventry, UK; The Graduate School, Ghana Technology University College, Accra-campus, Ghana ' The School of Management and Economics and the Centre for West African Studies, University of Electronic Science and Technology of China, No. 2006, Xiyuan Ave. West Hi-Tech, West District, Chengdu 611731, China; Department of Applied Mathematics, Koforidua Technical University, Koforidua, Ghana ' Business School, University of Shanghai for Science and Technology, 516 Jun Gong Rd, Shanghai 200093, China

Abstract: Drawing on a conservation of resource theory perspective, this study investigates the effects of corporate social responsibility (CSR) on employees' occupational embeddedness and corporate brand trust with the moderating role of extrinsic motivation in these relationships. A sample of 273 subordinate employees drawn from the banking sector in Ghana was analysed using hierarchical regression. The empirical results indicated that: (1) these employees' favourable perception of CSR related positively to their occupational embeddedness and corporate brand trust; and (2) the moderating effect of extrinsic motivation on CSR-occupational embeddedness link was stronger than the CSR-corporate brand trust link. Based on these results, recommendations are made to HR managers on the strategic impact of CSR on employees in times of trust deficit in the service industry and beyond. Recommendations on the extent to which employees can be motivated extrinsically with less compromise on the focus of the work itself are also articulated.

Keywords: corporate social responsibility; occupational embeddedness; corporate brand trust; extrinsic motivation; Ghana.

DOI: 10.1504/EJIM.2024.135213

European Journal of International Management, 2024 Vol.22 No.1, pp.124 - 144

Accepted: 10 Oct 2019
Published online: 03 Dec 2023 *

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