corporate social responsibility – corporate branding relationship: an empirical comparative study

Clicks: 233
ID: 223046
2009
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Abstract
Current academic research on the relationship of firms’ CSR activities with corporate branding typically focuses on consumers’ and shareholders’ viewpoints. This research aims to shed light on how organisational members in firms perceive to be the impact of CSR activities upon their corporate brand strategy. Using a survey administered to companies in the U.K. and Bulgaria, the author investigate, firstly, organisational members’ perceptions of the impact of different CSR-related activities upon corporate branding and, secondly, their beliefs about what customers and shareholders think are the impacts of CSR-related activities upon brand image and brand identity. The findings indicated that while organisational members rated quality products, customer service and corporate governance highly as key components of CSR activity, they were much more ambivalent about their companies'commitment to broader actions which involve the 'community' and 'society'. This paper concludes by discussing the implications of the findings for future 'CSR education' among companies.
Reference Key
vassileva2009managementcorporate Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors ;Bistra VASSILEVA
Journal spectrochimica acta part a: molecular and biomolecular spectroscopy
Year 2009
DOI
DOI not found
URL
http://www.mnmk.ro/documents/2009/2_Vasileva_Varna_FFF.pdf
Keywords
corporate social responsibility

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