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2019•University of Zagreb University Computing Centre (SRCE)Open access

CORPORATE BRANDING THROUGH CORPORATE SOCIAL RESPONSIBILITY

Tsvetana Stoyanova, Philip Stoyanov

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Abstract

The role of corporate social responsibility (CSR) in the corporate branding process involves managing corporate image and reputation in the minds of others.Contemporary organizations are aware that CSR actions are being carefully monitored not only by consumers, but also by all stakeholders.Enhanced interest in social and environmental issues highlights the need for corporate branding strategies to reflect cultural trends in a wider environment to which organizations belong.

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The role of corporate social responsibility (CSR) in the corporate branding process involves managing corporate image and reputation in the minds of others.Contemporary organizations are aware that CSR actions are being carefully monitored not only by consumers, but also by all stakeholders.Enhanced interest in social and environmental issues highlights the need for corporate branding strategies to reflect cultural trends in a wider environment to which organizations belong.

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Available abstract

The role of corporate social responsibility (CSR) in the corporate branding process involves managing corporate image and reputation in the minds of others.Contemporary organizations are aware that CSR actions are being carefully monitored not only by consumers, but also by all stakeholders.Enhanced interest in social and environmental issues highlights the need for corporate branding strategies to reflect cultural trends in a wider environment to which organizations belong.

Key concepts: Corporate social responsibility, Corporate branding, Business, Stakeholder, Corporate communication, Public relations, Advertising, Political science

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