More specifically, employees have different perceptions of the company's CSR-Society activities, and their perceptions influence the brand image in their minds. One of the reasons why employees have a different perception of CSR is their interests, employees will have a good perception of the company or brand if the company can share the same value with them (Marquis et al. , 2010), similarly, employees are willing to acquire a positive brand image if the company maintains their personal value (Strandberg, 2009). However, based on the value model (Holbrook, 2006), preference creates value, meaning that individuals perceive value differently by judging the company's action according to various criteria. In this case, the employee will perceive a different value from the company. Thus, employees' perception of CSR-Society is different: if they can derive functional value from these activities, they will have a positive functional brand image, similar to that of the emotional brand..