The application of CSR in marketing communication and its potential impact on customer perceived value

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F23%3APU148710" target="_blank" >RIV/00216305:26510/23:PU148710 - isvavai.cz</a>

Nalezeny alternativní kódy

RIV/04130081:_____/23:N0000032 RIV/75081431:_____/23:00002560

Výsledek na webu

<a href="https://jssidoi.org/jesi/article/1089" target="_blank" >https://jssidoi.org/jesi/article/1089</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.9770/jesi.2023.10.4(14)" target="_blank" >10.9770/jesi.2023.10.4(14)</a>

Jazyk výsledku

angličtina

Název v původním jazyce

The application of CSR in marketing communication and its potential impact on customer perceived value

Popis výsledku v původním jazyce

The research aims to determine whether companies using CSR in their marketing communication believe this approach has a positive effect on CPV and what forms of communication mix they most often use for this purpose. To achieve this goal, the method of online questionnaire survey was selected for data collection. The methods of correlation and regression analysis and structural equation modelling were used for data processing. Results obtained by interviewing business representatives show that companies often need to realize these are CSR principles to implement CSR activities. The most commonly used CSR communication tools include "Public relations & publicity" and "Internet marketing"; however, no statistically important correlation between these tools has been confirmed. The research results confirm that companies using CSR for marketing communication are aware of its importance concerning the brand's positive perception; on the other hand, from the perspective of the interviewed companies, no link between CSR, its communication, and the company's reputation has been confirmed. Companies might not be aware of the benefits the implementation of CSR and CSR communication may bring. Based on the research results, it can also be confirmed that the communication tools most commonly used by the companies that perceive the connection between CSR and CVP are online, i.e., digital marketing. The benefits of the research for practice consist in recommending the application of CSR-related marketing communication tools regularly and appropriately in the long run. Another recommendation is the targeted working with companies' reputation and promoting the good name of the brand. It shows that CSR communication can effectively build a brand's reputation, image, and identity. The results show that business representatives might need to be aware of all these benefits, including the potential impact on CPV.

Název v anglickém jazyce

The application of CSR in marketing communication and its potential impact on customer perceived value

Popis výsledku anglicky

The research aims to determine whether companies using CSR in their marketing communication believe this approach has a positive effect on CPV and what forms of communication mix they most often use for this purpose. To achieve this goal, the method of online questionnaire survey was selected for data collection. The methods of correlation and regression analysis and structural equation modelling were used for data processing. Results obtained by interviewing business representatives show that companies often need to realize these are CSR principles to implement CSR activities. The most commonly used CSR communication tools include "Public relations & publicity" and "Internet marketing"; however, no statistically important correlation between these tools has been confirmed. The research results confirm that companies using CSR for marketing communication are aware of its importance concerning the brand's positive perception; on the other hand, from the perspective of the interviewed companies, no link between CSR, its communication, and the company's reputation has been confirmed. Companies might not be aware of the benefits the implementation of CSR and CSR communication may bring. Based on the research results, it can also be confirmed that the communication tools most commonly used by the companies that perceive the connection between CSR and CVP are online, i.e., digital marketing. The benefits of the research for practice consist in recommending the application of CSR-related marketing communication tools regularly and appropriately in the long run. Another recommendation is the targeted working with companies' reputation and promoting the good name of the brand. It shows that CSR communication can effectively build a brand's reputation, image, and identity. The results show that business representatives might need to be aware of all these benefits, including the potential impact on CPV.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2023

Kód důvěrnosti údajů

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

Název periodika

ENTREPRENEURSHIP AND SUSTAINABILITY ISSUES

ISSN

2345-0282

e-ISSN

—

Svazek periodika

10

Číslo periodika v rámci svazku

4

Stát vydavatele periodika

LT - Litevská republika

Počet stran výsledku

22

Strana od-do

223-244

Kód UT WoS článku

001041775200010

EID výsledku v databázi Scopus

—