As corporate social responsibility has been increasingly emphasized from a strategic perspective, extensive academic research has been conducted. Recently, studies examining the effects of corporate social responsibility activities (hereafter CSR activities) from the employee perspective have garnered particular attention. However, several recent studies suggesting that CSR activities play a positive role in employees' organizational commitment have limitations. First, they have not clearly elucidated through what processes CSR activities can lead to organizational commitment. This study focuses on how employees' CSR associations can lead to organizational commitment through organizational identification. Furthermore, organizational identification is explained by adding positive affect toward the organization to the existing concept of cognitive identification. Second, research on the factors influencing employees' CSR associations has been insufficient. This study proposes the fit between corporate characteristics and CSR activities, as well as the fit between employees and CSR activities, as antecedents of CSR associations. The empirical analysis results showed that CSR activity fit had a positive effect on employees' CSR associations, and CSR associations had effects on organizational commitment through cognitive identification and positive emotional experiences. Based on these research findings, theoretical and practical implications as well as future research directions are discussed.