| Abstract [eng] |
Influence of Social Initiatives on Company Image, Consumer Positive Feedback and Purchase Intention 77 pages, 20 tables, 12 pictures, 85 references of literature The aim of this Master's thesis is to determine how corporate social responsibility affects the positive responses of consumers and their purchase intention. Literature analysis has shown that there is no well-defined definition of corporate social initiatives as well as universal social initiatives that are appropriate for all businesses to help companies achieve positive results by creating a company image and seeking positive responses and purchase intents. In this work empirical research was carried out using questionnaire graphic design method. Respondents were given two questionnaires, one with a negative stimulus and the other with a positive one. This research approach has enabled us to determine how CSR affects consumers' willingness to send positive responses and their purchase intention. The study found significant differences in the evaluation of social initiatives due to the demographic characteristics of the respondents. The results of the study also show that economic CSR, which is no longer considered to be a key corporate social responsibility, should be replaced with the economic and legal CSR in the Carroll's CSR pyramid model. The study found that negative information about the implementation of social initiatives has a negative impact on the image of the company and consequently a reduction in the willingness of consumers to disseminate positive responses and the purchase intention. |
