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Marketing
2014, vol. 45, br. 1, str. 29-40
jezik rada: srpski
vrsta rada: prethodno saopštenje
objavljeno: 04/07/2014
doi: 10.5937/markt1401029T
Značaj korporativne društvene odgovornosti u kreiranju brenda
Univerzitet u Beogradu, Fakultet organizacionih nauka

e-adresa: dunja.tepavac@hotmail.com, milicak@fon.rs

Sažetak

Sa sve većom konkurencijom i zasićenošću tržišta, kompanijama se nameće potreba da pronađu način kojim će ukazati na svoju jedinstvenost, inovativnost, diferenciranost, kao i brigu o interesima zainteresovanih strana. Još od početka XX veka počinju da menjaju dotadašnji način poslovanja i da uviđaju značaj odgovornog poslovanja. Vremenom su se razvile različite metode i strategije komuniciranja društveno odgovornih aktivnosti, među kojima su brendiranje zasnovano na pozitivnom uticaju na zdravlje, uzročni i ekološki marketing. Primenom ovih strategija kompanije informišu javnost o svom poslovanju, brendovima, inicijativama i naporima da reše probleme lokalne zajednice, ujedno se opredeljujući za proaktivan pristup. Povezivanjem brenda sa odgovornim poslovanjem ostvaruju se mnogobrojne prednosti, među kojima je i jačanje brend imidža kompanije, njenih proizvoda i/ili usluga, što doprinosi ostvarenju dobrih poslovnih rezultata, stvaranju lojalnih kupaca, povećanju zadovoljstva potrošača/korisnika, zadržavanju dobre reputacije, porastu tražnje proizvoda/usluga. Istraživanje sprovedeno na teritoriji grada Beograda (Republika Srbija) ukazaće na navike mlađih potrošača pri kupovini brendiranih proizvoda i na njihovu upoznatost sa značenjem termina korporativne društvene odgovornosti.

Ključne reči

korporativna društvena odgovornost; brend; brendiranje; strategije društveno odgovornog poslovanja; kupovne navike; Srbija

Reference

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