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Title:Influence of a company's social initiatives on the consumer attitude towards it: Results of experimental research PDF Logo
Authors:Pawlak, Marek
Zasuwa, Grzegorz
Issue Date:2011
Citation:[Journal:] Contemporary Economics [ISSN:] 1897-9254 [Volume:] 5 [Year:] 2011 [Issue:] 2 [Pages:] 80-89
Abstract:This article constitutes an attempt to answer the question whether social initiatives undertaken by a company influence the consumer attitude towards it. The afore-mentioned aim has been achieved by presenting the results of experimental research. Six scenarios of social initiatives undertaken by a food sector company were used in the research. Research work was conducted using a sample of real consumers. It was shown that information about undertaking a single social initiative by a company does not lead to a more favourable consumer attitude towards it. The results obtained show that when undertaking a social programme, which is not consistent with the company's actions to date, the attitude towards it can even become worse.
Subjects:consumer behaviour
corporate social initiatives
corporate attitudes
JEL:M31
Persistent Identifier of the first edition:doi:10.5709/ce.1897-9254.14
Document Type:Article
Appears in Collections:Contemporary Economics, Volume 5 -

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