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Využití firemní filantropie pro posilování hodnoty značky / Use of corporate philanthropy to strengthen the brand value

The theses works with company social responsibility in a banking sector, it's reporting and with a way it influences total brand value. The theoretical part is focused on description of social responsibility and company's philantropy with a emphasis on it's benefits for a company. Special parts are dedicated to possibilities of brand value evaluation and also to a new EU directive on non-profit report. Practical part of the research is focused on Česká spořitelna, her activities in the field and it's management. The author measures an influence of ČS CSR activities on general brand awareness among both groups employees and customers. The author uses explorative probe. The author also offers some recommendations for more effective CSR management and it's use for brand value strengthening based on the results of the research.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:192437
Date January 2014
CreatorsNováková, Veronika
ContributorsZamazalová, Marcela, Vyhnánková, Klára
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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