Abstract
This paper highlights the activity of corporate social responsibility (CSR) and its impact on brand value in food enterprises with and without foreign participation in Slovakia. Attention has been paid to all three pillars—People, Planet, Profit—and their communication in relation to customers, business partners, employees, local communities, environmental protection, and company values. The paper evaluates the impact of these activities on brand value in food enterprises in Slovakia. One hundred and twenty-five food enterprises were included in the research. The paper offers eight statistically tested hypotheses, of which three have been fully confirmed. Almost 86% of food companies with foreign participation apply CSR activities, while companies without foreign participation comprise only 40% of the total share. The biggest differences in the perception of the importance of CSR activities are noticeable in foundations and charitable activities, and in sponsorship and donations, but are less noticeable in terms of ecology, corporate transparency, and cooperation with non-profit organizations. In the field of environmental protection, CSR activities are communicated and used in order to build brand value, mostly in food enterprises with foreign participation. Almost 96% of food enterprises with foreign participation that apply and communicate CSR activities see an increase in their brand value.
Highlights
In the 1970s, Reference [1] claimed that: “the only social responsibility of a company is the use of its resources together with the engagement in businesses that are meant to increase profits, maintaining the rules of the game
This paper aims to point at Corporate social responsibility (CSR) activities and their impact on the brand value in food enterprises with foreign participation and without foreign participation (Slovak food enterprises) in Slovakia
We focused on all three pillars of CSR—People, Planet, Profit—which were logically placed in the area of using CSR activities and their communication in relation to customers, business partners, employees, local community, environmental protection, and company values
Summary
In the 1970s, Reference [1] claimed that: “the only social responsibility of a company is the use of its resources together with the engagement in businesses that are meant to increase profits, maintaining the rules of the game. This means to engage in an open and free competition, without any abuse or fraud”. This is how, since the 1970s, the “rules of the game” have been known in business, along with responsibility that triggers the community; a responsibility that companies fully acknowledge and embrace. The nature of the company’s behavior towards the environment can have a significant impact on its position, brand value, and financial results [3]
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