Vliv CSR a reputace firem na kupní záměr zákazníků v České Republice
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Abstract
Tato práce reprezentuje výzkum zabývající se společenskou zodpovědností a reputací firem a jejich následný vliv na kupní záměry zákazníků. Za účelem ověření vzájemných vztahů byl proveden výzkum v prostředí České republiky, zaměřující se na studenty. Data byla sbírána pomocí online dotazníku, který byl šířen sociálními sítěmi, především Facebookem. Ve výzkumu pak byly porovnávány dvě společnosti aktivní na území ČR, a to Škoda Auto a.s., jejíž CSR aktivity a reputace jsou všeobecně známé, a Hyundai.
This paper presents an examination of the relation of corporate social responsibility and corporate reputation and their impact on purchase intention in the context of Czech Republic. In order to examine this interrelationship, a research was hold, using an online survey, which was distributed through Facebook, focusing on students, using the snowballing and volunteering effect, as well as the pages of Czech Universities. The research then compared two companies and their perceived CSR, corporate reputation and purchase intention. As those two companies were chosen Skoda Auto a.s., which is known for its strong engagement in CSR, and Hyundai.
This paper presents an examination of the relation of corporate social responsibility and corporate reputation and their impact on purchase intention in the context of Czech Republic. In order to examine this interrelationship, a research was hold, using an online survey, which was distributed through Facebook, focusing on students, using the snowballing and volunteering effect, as well as the pages of Czech Universities. The research then compared two companies and their perceived CSR, corporate reputation and purchase intention. As those two companies were chosen Skoda Auto a.s., which is known for its strong engagement in CSR, and Hyundai.
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společenská zodpovědnost firem, reputace firem, kupní záměr, studenti, kvantitativní výzkum, Škoda Auto as, Hyundai, corporate social responsibility, corporate reputation, purchase intention, students, quantitative research, Škoda Auto as, Hyundai