Dijana Vuković – University North, Business economics, Integrated Marketing Communication, Ul. 104. brigade 3, 42000, Varaždin, Croatia
Tanja Grmuša – Zagreb School of Business, Marketing and Communication Department, Ulica grada Vukovara 68, 10 000 Zagreb, Croatia
Goran Luburić – Zagreb School of Business, Marketing and Communication Department, Ulica grada Vukovara 68, 10 000 Zagreb, Croatia
Keywords:
Social responsibility;
Sustainability;
Corporate image;
Loyalty;
Engagement in the
community
Abstract:
Purpose: In today’s globalized business environment, social responsibility is key to successful business. Companies are increasingly aware that their actions affect financial results, the community, and the environment. In this context, socially responsible business (CSR) is an ethical obligation and a strategic approach that can significantly shape a company’s image.
Results: One of the key findings of the research relates to consumer trust. More than 75% of surveyed companies reported that consumers perceived their business more positively after actively participating in social initiatives. This increase in trust is directly related to increased customer loyalty, resulting in increased repeat purchases. In the context of increasingly strong competition, this perception can be a decisive advantage in the market. Such an atmosphere not only improves the working environment but also increases the productivity and creativity of employees.
Conclusion: In conclusion, the results of this research indicate that social responsibility is the key foundation of corporate image in the Republic of Croatia. CSR not only improves perception among consumers and employees but also contributes to financial success and business sustainability.
8th International Scientific Conference on Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture – ITEMA 2024 – Conference Proceedings, Hybrid (Zayed University, Dubai, UAE), October 24, 2024
ITEMA Conference Proceedings published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia
ITEMA conference partners: Faculty of Economics and Business, University of Maribor, Slovenia; Faculty of Organization and Informatics, University of Zagreb, Varaždin; Faculty of Geography, University of Belgrade, Serbia; Institute of Marketing, Poznan University of Economics and Business, Poland; Faculty of Agriculture, Banat’s University of Agricultural Sciences and Veterinary Medicine ”King Michael I of Romania”, Romania
ITEMA Conference 2024 Conference Proceedings: ISBN 978-86-80194-89-9, ISSN 2683-5991, DOI: https://doi.org/10.31410/ITEMA.2024
Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission.
