MARKETING OF CSR

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F01801376%3A_____%2F19%3AN0000008" target="_blank" >RIV/01801376:_____/19:N0000008 - isvavai.cz</a>
Result on the web
<a href="http://www.atlantis-press.com/php/pub.php?publication=emt-19" target="_blank" >http://www.atlantis-press.com/php/pub.php?publication=emt-19</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
MARKETING OF CSR
Original language description
The responsibility of employees and the public towards corporations and vice versa (Corporate Social Responsibility - CSR) is preventing such scandals as Dieselgate, Huawei, Boeing or burned rain forests for growing oil palms for biofuels in media and court procedures. Surprisingly, no article about the preventive effects of CSR was found. Therefore, the objective of this article is to find CSR specific feedback improving marketing operability of the functional roles of CSR participants. Four main clusters of CSR: Environment Care, Fair play and Technology have shown a portfolio of preferences according to the functional roles of age, gender, education, and number of kids in the family. Further, tests of hypotheses have shown how socio-demographic characteristics of respondents contribute to their socially responsible behaviour. Respondents with university degrees behave socially responsible, while respondents with occupational training do not. Similarly, respondents with the highest net monthly income of the household behave socially responsible, while respondents with the monthly household income between 15 and 30 thousand CZK don’t. The clusters found in the sample of 1038 respondents explain targeting of CSR through this portfolio.
Czech name
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Czech description
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Publication year
2019
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
11th International Scientific Conference on Economics, Management and Technology in Enterprises (EMT2019)
ISBN
978-1-5108-8587-5
ISSN
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e-ISSN
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Number of pages
4
Pages from-to
10-13
Publisher name
Atlantis Press
Place of publication
New York
Event location
Zvolen, Slovakia
Event date
Sep 5, 2019
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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