CAHA, Zdeněk, Michal KONEČNÝ, Milan TALÍŘ and Michal RUSCHAK. The application of CSR in marketing communication and its potential impact on customer perceived value. Entrepreneurship and Sustainability Issues. Vilnius, Litva: Entrepreneurship and Sustainability Center, 2023, vol. 10, No 4, p. 223-244. ISSN 2345-0282.
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Basic information
Original name The application of CSR in marketing communication and its potential impact on customer perceived value
Authors CAHA, Zdeněk (203 Czech Republic, guarantor, belonging to the institution), Michal KONEČNÝ (703 Slovakia, belonging to the institution), Milan TALÍŘ (203 Czech Republic) and Michal RUSCHAK (203 Czech Republic).
Edition Entrepreneurship and Sustainability Issues, Vilnius, Litva, Entrepreneurship and Sustainability Center, 2023, 2345-0282.
Other information
Original language English
Type of outcome Article in a journal
Field of Study 50204 Business and management
Country of publisher Lithuania
Confidentiality degree is not subject to a state or trade secret
WWW URL
RIV identification code RIV/75081431:_____/23:00002560
Organization unit Institute of Technology and Business in České Budějovice
UT WoS 001041775200010
Keywords (in Czech) společenská odpovědnost firem (CSR), hodnota vnímaná zákazníkem (CPV); marketingová komunikace; marketing; hodnota; reputace; výkon
Keywords in English corporate social responsibility (CSR); customer perceived value (CPV); marketing communication; marketing; value; reputation; performance
Tags MAR_s, RIV23, WOS
Changed by Changed by: Barbora Kroupová, učo 25655. Changed: 6/11/2023 13:04.
Abstract
The 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.
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