| Abstract [eng] |
The evolving perception of the environment as a value, developing awareness of the environment and ecology as well as social responsibility have encouraged companies to consider these issues and contribute to the welfare of the society and consumers ensuring the sustainable development of businesses. Consumers have eventually changed their attitudes and have focused more on social responsibility. The analysis of the performance of the corporate responsibility has assumed a different trend since marketing professionals began to take interest in the integration of this company performance into production, marketing and distribution. In their scientific works, authors have analysed the sustainable and long-term development of the relationship with consumers, also the support regarding the consumer needs in the contex of social problems, they have carried out the research which demonstrates that the companies whose activities apply social responsible marketing encourage consumer loyalty. However, in the outcomes of the carried out studies and theoretical insights, there is an insufficient substantiation of the influence of the elements of the social responsible marketing complex on consumer loyalty. |
