The Real Added Value of Corporate Social Responsibility of Automotive Brands and Its Implications for Marketing Management

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F02819180%3A_____%2F22%3A%230000142" target="_blank" >RIV/02819180:_____/22:#0000142 - isvavai.cz</a>

Výsledek na webu

<a href="https://transportmeans.ktu.edu" target="_blank" >https://transportmeans.ktu.edu</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

The Real Added Value of Corporate Social Responsibility of Automotive Brands and Its Implications for Marketing Management

Popis výsledku v původním jazyce

Traditionally, corporate social responsibility has been perceived in two major ideological flows - on the one hand as a prospective source of competitive advantage and on the other hand as a real expression of corporate philanthropy and awareness of corporate citizenship commitments. Nowadays, the situation seems to be slightly changed. The concept of corporate social responsibility has been included into majority of business models as a stable pillar of sustainable business development. Especially in the conditions of the markets with significant carbon footprint. The automotive industry is one of such a markets. Thus, it starts to be disputable whether the accent on corporate social responsibility should be widely communicated or it should just be silent immanent part of marketing management activities. The aim of this paper is to determinate the attitudes of consumers to the corporate social responsibility of automotive brands in conditions of Slovak Republic. The research has been conducted in April 2022 on the sample of 2000 respondents. The selection of the respondents in the sample set took place at random and was based on the number of Slovak citizens older than 18 years. The quantitative assessment method was applied to the processing of the information obtained from the questionnaire survey. This study would serve as a pilot study for further nationally based analyses focused on the issue of corporate social responsibility and its implications for marketing management of automotive brands.

Název v anglickém jazyce

The Real Added Value of Corporate Social Responsibility of Automotive Brands and Its Implications for Marketing Management

Popis výsledku anglicky

Traditionally, corporate social responsibility has been perceived in two major ideological flows - on the one hand as a prospective source of competitive advantage and on the other hand as a real expression of corporate philanthropy and awareness of corporate citizenship commitments. Nowadays, the situation seems to be slightly changed. The concept of corporate social responsibility has been included into majority of business models as a stable pillar of sustainable business development. Especially in the conditions of the markets with significant carbon footprint. The automotive industry is one of such a markets. Thus, it starts to be disputable whether the accent on corporate social responsibility should be widely communicated or it should just be silent immanent part of marketing management activities. The aim of this paper is to determinate the attitudes of consumers to the corporate social responsibility of automotive brands in conditions of Slovak Republic. The research has been conducted in April 2022 on the sample of 2000 respondents. The selection of the respondents in the sample set took place at random and was based on the number of Slovak citizens older than 18 years. The quantitative assessment method was applied to the processing of the information obtained from the questionnaire survey. This study would serve as a pilot study for further nationally based analyses focused on the issue of corporate social responsibility and its implications for marketing management of automotive brands.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2022

Kód důvěrnosti údajů

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

Název statě ve sborníku

Transport Means - Proceedings of the International Conference

ISBN

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ISSN

1822-296X

e-ISSN

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Počet stran výsledku

6

Strana od-do

792-797

Název nakladatele

Kaunas University of Technology

Místo vydání

Kaunas, Lithuania

Místo konání akce

Kaunas, Lithuania

Datum konání akce

5. 10. 2022

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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