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O impacto da responsabilidade social corporativa no employer branding : o papel da identificação organizacional
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Orientador(es)
Resumo(s)
As questões sociais têm ganho cada vez mais relevância no mundo em que vivemos e as empresas têm sido desafiadas para desenvolver respostas a questões e problemas sociais. Temos testemunhado um aumento na preocupação da população com temas sociais, o que leva a que as empresas, hoje, compitam entre si, num mercado onde há uma maior procura por produtos e/ou serviços que tenham o menor impacto negativo possível no ambiente e na sociedade em geral. As empresas reconhecem a importância de serem parte da solução e não do problema, e dos benefícios que resultam do seu comportamento socialmente responsável.
O objetivo da presente dissertação é compreender (a) o impacto da Responsabilidade Social Corporativa no Employer Branding, (b) o impacto do Employer Branding na Identificação Organizacional, (c) o impacto da Responsabilidade Social Corporativa na Identificação Organizacional e (d) verificar o Papel Mediador do Employer Branding na relação entre a Responsabilidade Social Corporativa e a Identificação Organizacional, na Indústria Retalhista e de Bens de Consumo (Retalhistas e Fornecedores). Tendo por base um inquérito por questionário aplicado a uma amostra de 150 pessoas que desempenham funções na Indústria Retalhista e de Bens de Consumo, foi testado um modelo teórico utilizando o Partial Least Squares (PLS). Os resultados obtidos demonstram que (a) a Responsabilidade Social Corporativa exerce um efeito positivo parcial no Employer Branding, (b) não existe uma relação entre o Employer Branding e a Identificação Organizacional, (c) a Responsabilidade Social Corporativa impacta positivamente a Identificação Organizacional, e (d) o Employer Branding não tem um papel mediador na relação entre a Responsabilidade Social Corporativa e a Identificação Organizacional. São ainda apresentadas implicações teóricas e práticas dos resultados obtidos.
Social issues have become increasingly relevant in the world we live in and companies have been challenged to develop responses to social issues and problems. We have witnessed an increase in public concern about social issues, which means that companies today are competing with each other in a market where there is a greater demand for products and/or services that have the least possible negative impact on the environment and society in general. Companies recognize the importance of being part of the solution rather than the problem and the benefits that result from their socially responsible behavior. This dissertation aims to understand (a) the impact of Corporate Social Responsibility on Employer Branding, (b) the impact of Employer Branding on Organizational Identification, (c) the impact of Corporate Social Responsibility on Organizational Identification, and (d) verify the Mediating Role of Employer Branding in the relationship between Corporate Social Responsibility and Organizational Identification to in the Retail and Consumer Goods Industry (Retailers and Suppliers). Based on a questionnaire survey applied to a sample of 150 people from people working in the Retail and Consumer Goods Industry, a theoretical model was tested using Partial Least Squares (PLS). The results show that (a) Corporate Social Responsibility has a partial positive effect on Employer Branding, (b) there is no relationship between Employer Branding and Organizational Identification, (c) Corporate Social Responsibility has a positive impact on Organizational Identification, and (d) Employer Branding does not play a mediating role in the relationship between Corporate Social Responsibility and Organizational Identification. Theoretical and practical implications of the results are also presented.
Social issues have become increasingly relevant in the world we live in and companies have been challenged to develop responses to social issues and problems. We have witnessed an increase in public concern about social issues, which means that companies today are competing with each other in a market where there is a greater demand for products and/or services that have the least possible negative impact on the environment and society in general. Companies recognize the importance of being part of the solution rather than the problem and the benefits that result from their socially responsible behavior. This dissertation aims to understand (a) the impact of Corporate Social Responsibility on Employer Branding, (b) the impact of Employer Branding on Organizational Identification, (c) the impact of Corporate Social Responsibility on Organizational Identification, and (d) verify the Mediating Role of Employer Branding in the relationship between Corporate Social Responsibility and Organizational Identification to in the Retail and Consumer Goods Industry (Retailers and Suppliers). Based on a questionnaire survey applied to a sample of 150 people from people working in the Retail and Consumer Goods Industry, a theoretical model was tested using Partial Least Squares (PLS). The results show that (a) Corporate Social Responsibility has a partial positive effect on Employer Branding, (b) there is no relationship between Employer Branding and Organizational Identification, (c) Corporate Social Responsibility has a positive impact on Organizational Identification, and (d) Employer Branding does not play a mediating role in the relationship between Corporate Social Responsibility and Organizational Identification. Theoretical and practical implications of the results are also presented.
Descrição
Mestrado Bolonha em Gestão de Recursos Humanos
Palavras-chave
Responsabilidade Social Corporativa Employer Branding Identificação Organizacional Indústria Retalhista e de Bens de Consumo Corporate Social Responsibility Organizational Identification Retail and Consumer Goods Industry.
Contexto Educativo
Citação
Santos, João Pedro Morgado (2023). “O impacto da responsabilidade social corporativa no employer branding : o papel da identificação organizacional”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão