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

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dc.contributor.authorRuschak, Michalcs
dc.contributor.authorCaha, Zdeněkcs
dc.contributor.authorTalíř, Milancs
dc.contributor.authorKonečný, Michalcs
dc.coverage.issue4cs
dc.coverage.volume10cs
dc.date.issued2023-07-30cs
dc.description.abstractThe 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.en
dc.formattextcs
dc.format.extent223-244cs
dc.format.mimetypeapplication/pdfcs
dc.identifier.citationENTREPRENEURSHIP AND SUSTAINABILITY ISSUES. 2023, vol. 10, issue 4, p. 223-244.en
dc.identifier.doi10.9770/jesi.2023.10.4(14)cs
dc.identifier.issn2345-0282cs
dc.identifier.orcid0000-0002-6510-1297cs
dc.identifier.other184271cs
dc.identifier.researcheridDWT-8271-2022cs
dc.identifier.scopus57224952853cs
dc.identifier.urihttp://hdl.handle.net/11012/245013
dc.language.isoencs
dc.publisherEntrepreneurship and Sustainability Centercs
dc.relation.ispartofENTREPRENEURSHIP AND SUSTAINABILITY ISSUEScs
dc.relation.urihttps://jssidoi.org/jesi/article/1089cs
dc.rightsCreative Commons Attribution 4.0 Internationalcs
dc.rights.accessopenAccesscs
dc.rights.sherpahttp://www.sherpa.ac.uk/romeo/issn/2345-0282/cs
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/cs
dc.subjectcorporate social responsibility (CSR)en
dc.subjectcustomer perceived value (CPV)en
dc.subjectmarketing communicationen
dc.subjectmarketingen
dc.subjectvalueen
dc.subjectreputationen
dc.subjectperformanceen
dc.titleThe application of CSR in marketing communication and its potential impact on customer perceived valueen
dc.type.driverarticleen
dc.type.statusPeer-revieweden
dc.type.versionpublishedVersionen
sync.item.dbidVAV-184271en
sync.item.dbtypeVAVen
sync.item.insts2025.02.03 15:43:46en
sync.item.modts2025.01.17 20:32:25en
thesis.grantorVysoké učení technické v Brně. Fakulta podnikatelská. Ústav managementucs
thesis.grantorVysoké učení technické v Brně. . Vysoká škola technická a ekonomická v Českých Budějovicíchcs
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