The Growth of Anti-Corruption Attitudes in Czech Marketing Communication and PR: Anti-corruption Fight as Marketing Tool

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11230%2F13%3A10139942" target="_blank" >RIV/00216208:11230/13:10139942 - isvavai.cz</a>

Výsledek na webu

<a href="http://cebr.vse.cz/cebr/article/view/64" target="_blank" >http://cebr.vse.cz/cebr/article/view/64</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

The Growth of Anti-Corruption Attitudes in Czech Marketing Communication and PR: Anti-corruption Fight as Marketing Tool

Popis výsledku v původním jazyce

This article analyzes the emergence of a new trend in marketing communication and PR in the Czech Republic. After the decline of public trust after the eco-nomic crisis in 2008, many state officials and politicians were blamed for cor-ruption and fraud worldwide (Edelman, 2013). Anti-corruption attitudes have emerged in government communication, media, NGOs and also within the business sector. The term "anti-corruption" has become an often-used market-ing claim. Anti-corruption claims and values have been used by a wide range of companies and institutions in their corporate communication or PR. Often, the main business leader serve as personalities and opinion leaders in anti-corruption activities; these include individuals such as Karel Janeček, Stanislav Bernard or Radim Jančura. This article analyzes and discusses embedding anti-corruption attitudes within the marketing communication and PR strategy and possible impacts on the reputation of the company's management.

Název v anglickém jazyce

The Growth of Anti-Corruption Attitudes in Czech Marketing Communication and PR: Anti-corruption Fight as Marketing Tool

Popis výsledku anglicky

This article analyzes the emergence of a new trend in marketing communication and PR in the Czech Republic. After the decline of public trust after the eco-nomic crisis in 2008, many state officials and politicians were blamed for cor-ruption and fraud worldwide (Edelman, 2013). Anti-corruption attitudes have emerged in government communication, media, NGOs and also within the business sector. The term "anti-corruption" has become an often-used market-ing claim. Anti-corruption claims and values have been used by a wide range of companies and institutions in their corporate communication or PR. Often, the main business leader serve as personalities and opinion leaders in anti-corruption activities; these include individuals such as Karel Janeček, Stanislav Bernard or Radim Jančura. This article analyzes and discusses embedding anti-corruption attitudes within the marketing communication and PR strategy and possible impacts on the reputation of the company's management.

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AH - Ekonomie

OECD FORD obor

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Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2013

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Central European Business Review

ISSN

1805-4854

e-ISSN

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Svazek periodika

2

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

6

Strana od-do

15-20

Kód UT WoS článku

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EID výsledku v databázi Scopus

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