CORPORATE SOCIAL RESPONSIBILITY AND MARKETING COMMUNICATION

GORSKI Hortensia, Romanian-German University, Sibiu, Romania

FUCIU Mircea, Romanian-German University, Sibiu, Romania

DUMITRESCU Luigi , Lucian Blaga University of Sibiu, Romania

Abstract:
The purpose of this research study is to investigate different issues regarding CSR and marketing communication: use of CSR as a marketing tool; CSR activities and customer loyalty; fairness of product price ratio; undergoing awareness campaigns regarding social and environmental issues; promotion of ethical values and CSR principle in marketing communication, and so on. Unfortunately, results have shown that in the surveyed organizations CSR communication is not understood well enough and used. We provide some recommendations, based on the research results. The findings could provide valuable insights to managers in order to improve their implication and actions in this domain.

Keywords: corporate social responsibility, consumer behaviour, marketing communication, business

JEL Classification: M00, M14, M30

Volume: 68, Issue: 2

Pages: 86 - 106

Publication date: September, 2016

Download the article: http://economice.ulbsibiu.ro/revista.economica/archive/68207gorski&fuciu&dumitrescu.pdf

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