Abstract
Enterprises frequently employ Corporate Social Responsibility (CSR) to create a positive brand image in the media. To further good relations with stakeholders, companies create an image before their customers by their participation in public campaigns and information in advertisements employing elements of CSR. Discussing this practice, I will highlight aspects of this phenomenon in the context of consumer opinion about advertisements. Some examples of companies show that Cause Related Marketing (CRM) and public campaigns are becoming more significant in the strategies of cause related companies. Enterprises at all costs want to buy their way into the favour of stakeholders, and through various marketing actions they try to build a strong brand and position in this way. In spite of the low evaluation of advertisements and the decline in confidence in them, enterprises aim to convince everyone that they are socially responsible companies.
Highlights
Enterprises frequently employ Corporate Social Responsibility (CSR) to create a positive brand image in the media
Some examples of companies show that Cause Related Marketing (CRM) and public campaigns are becoming more significant in the strategies of cause related companies
The purpose of this paper is to demonstrate a correlation between CSR, marketing and public relations (PR) in contemporary business in the context of research as to how consumers perceive advertising
Summary
Enterprises frequently employ Corporate Social Responsibility (CSR) to create a positive brand image in the media. To further good relations with stakeholders, companies create an image before their customers by their participation in public campaigns and information in advertisements employing elements of CSR. Discussing this practice, I will highlight aspects of this phenomenon in the context of consumer opinion about advertisements. Corporate Social Responsibility (CSR) is a solution that is commonly used by enterprises as an element in building up their media image. The purpose of this paper is to demonstrate a correlation between CSR, marketing and public relations (PR) in contemporary business in the context of research as to how consumers perceive advertising. Companies are outdistancing one another in exploiting this field in various arenas of their activities
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