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.