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Autor
Pawlak Marek (John Paul II Catholic University of Lublin, Poland), Zasuwa Grzegorz (Katolicki Uniwersytet Lubelski Jana Pawła II w Lublinie, Polska)
Tytuł
Influence of a Company's Social Initiatives on the Consumer Attitude towards It. Results of Experimental Research
Źródło
Contemporary Economics, 2011, vol. 5, nr 2, s. 80-89, tab., bibliogr. 34 poz.
Słowa kluczowe
Zachowania konsumenta, Korporacje
Consumer behaviour, Corporation
Uwagi
summ.
Abstrakt
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. (original abstract)
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Bibliografia
Pokaż
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ISSN
2084-0845
Język
eng
URI / DOI
http://dx.doi.org/10.5709/ce.1897-9254.14
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