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Erscheinungsjahr: 
2011
Quellenangabe: 
[Journal:] Contemporary Economics [ISSN:] 1897-9254 [Volume:] 5 [Issue:] 2 [Publisher:] Vizja Press & IT [Place:] Warsaw [Year:] 2011 [Pages:] 80-89
Verlag: 
Vizja Press & IT, Warsaw
Zusammenfassung: 
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.
Schlagwörter: 
consumer behaviour
corporate social initiatives
corporate attitudes
JEL: 
M31
Persistent Identifier der Erstveröffentlichung: 
Dokumentart: 
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