Przegląd badań nad wpływem inicjatyw społecznych przedsiębiorstw na reakcje konsumentów
Abstrakt
The article presents a review of research in consumers’ reactions to social initiatives undertaken by enterprises. The analysis has proved that there are few relevant Polish studies in the subject. The studies are survey-based and they indicate that the issue of social involvement of enterprises is important to Polish consumers, who are liable to reward companies for such commitment. A review of foreign, deeper studies points to the fact that the realization of social programmes can create favourable reactions of consumers, yet this process is much more complex than the consumers’ declarations.
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