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The Public’s’ Perception of Corporate Social Responsibility (CSR) and Its Impact on Marketing Strategies

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dc.contributor.author Frigerio, Claudia
dc.date.accessioned 2018-05-21T12:56:48Z
dc.date.available 2018-05-21T12:56:48Z
dc.date.issued 2017
dc.identifier.uri http://hdl.handle.net/11622/205
dc.description.abstract The utilisation of Corporate Social Responsibility (CSR) as a means of enhancing an organisation’s brand image and reputation has seen an increase in popularity. Stakeholders often favour and possess a positive perception of organisations who incorporate CSR into their business practice. Generally, the public perceive CSR as a means for organisations to address the impact that they possess on the environment surrounding them. Thus, the proposed study developed out of a necessity to determine the public’s overall perception of CSR and whether it has an impact on marketing strategies. It is assumed that, although there is public scepticism, the utilisation of CSR practices would generate a positive perception of an organisation and in turn, increased brand reputation. The research uses a qualitative approach and collects data through the use of in-depth semi-structured interviews with the general South African public. The results of the research provided insight into the public’s subjective understanding of CSR and how the utilisation of CSR as a marketing strategy may be advanced. Overall, findings illustrated that the public does possess a positive perception of CSR and that CSR may in fact be utilised as a marketing tool. en_US
dc.language.iso en en_US
dc.publisher The IIE en_US
dc.subject Corporate social responsibility en_US
dc.subject Brand image en_US
dc.subject Brand reputation en_US
dc.subject Public perception en_US
dc.subject Marketing strategy en_US
dc.title The Public’s’ Perception of Corporate Social Responsibility (CSR) and Its Impact on Marketing Strategies en_US
dc.type Thesis en_US

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