Corporate social responsibilityin shaping the media image of the company

• Authors: Magdalena Andrejczuk
• Languages of publication: EN

Abstracts

EN

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.

Keywords

EN

corporate social responsibility, cause related marketing, stakeholder, brand, advertising, social campaigns, media image

• Publisher: Fundacja Pro Scientia Publica
• Journal: Journal of Education Culture and Society
• Year: 2010
• Volume: 1
• Issue: 1
• Pages: 19-25

Dates

published

2020-01-17

Contributors

author

Magdalena Andrejczuk

Identifiers

DOI

10.15503/jecs20101.19.25