| Abstract [eng] |
Corporate social responsibility (CSR) is becoming or has already become an integral part of business, as consumers expectation encourage companies to be socially responsible and to communicate better. Demanding consumers expect companies to be socially responsible and share this information with the public (Podnar 2008). Therefore, the role of communication is becoming an important priority factor in the activities of companies. Like reputation, which is inseparable from the interrelated elements of image and identity and it can be treated as the result of corporate social responsibility activities (Duʼas et al. 2010) - an intangible asset of a company that researchers are increasingly exploring. Problem. How does consumer perception of corporate social responsibility relate to a company's reputation? Object. Corporate social responsibility communication. The aim of the research is to reveal the links between the communication of corporate social responsibility perceived by consumers and the reputation of companies. Tasks: 1. Define corporate social responsibility, its communication and dimensions; 2. To reveal the importance of consumers in the company's activities, to describe the reputation of companies and its dimensions; 3. To develop a theoretical model of consumer communication perceptions of corporate social responsibility and corporate reputation; 4. To substantiate the methodological approach of the communication of the perceptions of corporate social responsibility perceived by consumers with the reputation of companies and to develop the research methodology; 5. Empirically evaluate the links between the perception of corporate social responsibility perceived by consumers and the company's reputation and provide recommendations. Methodology of research Analysis of scientific literature at the theoretical level; type of research is quantitative research; method - questionnaire survey; research instrument – questionnaire; data collection - convenient selection method; data analysis - factor and correlation analysis, formulation of conclusions and recommendations. |
