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Dissertations / Theses on the topic 'CSR marketing'

Author: Grafiati

Published: 30 June 2021

Last updated: 29 July 2025

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1

Puttnerová, Žaneta. "Interní marketing jako CSR strategie firmy." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-241380.

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This diploma thesis focuses on the application of the concept of social responsibility in business practise of the companies Sanofi-aventis, s.r.o., MSD IT Global Innovation Center s.r.o. Heineken Česká republika, a.s. This application is based on mentioned theoretical foundations and qualiative research. The thesis also analyzes and evaluates the implementation of CSR strategy of internal marketing in chosen companies. The aim is to suggest activities to effective application of internal marketing strategy for these companies.

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Åberg, Minna, and Filip Mattsson. "How CSR is marketed and optimized in the Swedish fashion industry : A qualitative study on digital marketing and web analytics when marketing CSR." Thesis, Umeå universitet, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-172912.

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The fashion industry is commonly known for being responsible for large amounts of environmental damage as well as having poor working conditions. This is why many companies operating withinthe Swedish fashion industry are working with Corporate social responsibility (CSR)in orderto become more sustainable. CSR is a well-knownconcept that has been researched in many studies as well asimplemented by many companies. While there are many ways to incorporateCSRactivities, the main goal is to take responsibilityfor the actions of the company, address stakeholder interestsand work towards more sustai

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Bělonohá, Romana. "Zelený marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-76908.

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The aim of the Thesis is to give an overview of selected companies from various industries that have an ecological approach and utilize green marketing together with a following overall evaluation forecast of likely development of the subject, mainly in the Czech Republic environment in comparison with the world.

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Persson, Stefan, and Frida Dahl. "Communication of CSR : How Swedish consumers' perceptions and behaviour are influenced by promoted CSR activities." Thesis, Jönköping University, JIBS, Business Administration, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-1346.

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<p>Problem: CSR is today a frequently used concept, as companies to a larger extent are held accountable for what is happening in the society. The company should also inform the stakeholders about their CSR activities in an appropriate way, in order to capitalise from all possible benefits. According to Schrader et al. (2006), one group that is extremely important to inform is the con-sumers. In order to make a trustworthy impression and gain the most bene-fits, the choice of CSR activity and way of communication is crucial for the company, and therefore the perceptions of the consumers are ve

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Mohamed, Bibri. "Corporate Sustainability/CSR Communications and Value Creation : A Marketing Approach." Thesis, Blekinge Tekniska Högskola, Sektionen för management, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:bth-4173.

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The purpose of this study is to explore the current practices in corporate sustainability/CSR communications and how this trend contributes to corporate value creation. More specifically, this study looks at this subject from the angle of how companies can use corporate sustainability/CSR communications in marketing activities to attain corporate marketing objectives. To achieve the aim of this study, an examination of the current practices in corporate sustainability /CSR communications was performed through a pertinent empirical and theoretical literature review as well as a quantitative and

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Averstad, Markus, and Markus Eriksson. "CSR och B2B, olja och vatten? : En undersökning av CSR som konkurrensfördel inom Business-to-Businessmarknaden." Thesis, Södertörn University College, School of Business Studies, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-3009.

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Hornemark, Malin. "Kommunicera CSR genom influencer marketing: utmaningar och möjligheter : – en kvalitativ studie." Thesis, Malmö universitet, Fakulteten för teknik och samhälle (TS), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-44732.

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Syfte: Syftet är att skapa förståelse för hur företag arbetar med CSR och om det är möjligt att använda sig av influencers som marknadsföringsverktyg när detta arbete ska förmedlas. Syftet är också att ta reda på om denna marknadsföring har några underliggande utmaningar och möjligheter. Metod: Studien utgår från en kvalitativ metod med en induktiv forskningsansats. Den empiriska datainsamlingen omfattar tio semistrukturerade intervjuer genomförda med två urvalsgrupper, bestående av företag och konsumenter. Den empiriska insamlingen har analyserats med en tematisk analy

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8

Nováková, Jana. "Using CSR to increase the value of the company." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-262335.

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The goal of the thesis is to find if and how active corporate social responsibility can increase the value of company together with identification of the most impactful activities in this regard. For this purpose, the thesis is structured into three parts. The first part provides overview of theoretical approaches to the company value with specific focus on Corporate Social Responsibility, sustainability and communication. In the second part, initiatives in the area of sustainability in a case company are reviewed. For this purpose, a leader and innovator in the area of CSR has been selected w

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Alhouti, Sarah. "Csr and facets of value creation| The role of key moderators." Thesis, The University of Alabama, 2014. http://pqdtopen.proquest.com/#viewpdf?dispub=3612061.

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<p> The value corporate social responsibility (CSR) creates for consumers still remains unexplored although its importance has been demonstrated in several contexts including pricing (Chang and Wildt 1994), retailing (Baker, Parasuraman, Grewal, and Voss 2002), and across cultures (Xiao and Kim 2009). Monroe (2003) argues that consumers would be willing to pay a higher price when they perceive a substantial value associated with making a purchase. In order to resolve many of the inconsistent findings in the CSR literature, such as the inconsistencies of CSR's ability to influence attitude (Sen

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Lindblom, Adrean, and Johanna Gustafsson. "Konsumenters medvetenhet om företags arbete med CSR." Thesis, Högskolan på Gotland, Institutionen för humaniora och samhällsvetenskap, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hgo:diva-1947.

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Borglund et al. (2012) argues that today it is becoming increasingly important for companies to work with CSR because stakeholders are more engaged in issues related to social responsibility and the environment. However, much research shows that it does not play a major role how companies work with CSR issues if the information does not reach the final consumer. The focus of this paper is therefore to examine how some of the major clothing companies communicate about their work with CSR issues and if consumers believe that they have the information needed to make an informed purchasing decisio

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Engelbrand, Sandra, and Patricia Lundberg. "CSR-Marketing : En studie om kunders köpbeslut och påverkan av hotellbranschens marknadsföringsarbete." Thesis, Örebro universitet, Restaurang- och hotellhögskolan, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-68712.

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Oredsson, Lindsey. "Communicating Responsibility : Audience reception of CSR communication on social media." Thesis, Stockholms universitet, Institutionen för mediestudier, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-104697.

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This study offers insight into international audience reception of Corporate Social Responsibility (CSR) communication. Swedish companies are currently reaching international audiences through a variety of social media channels and this study analyzes how audiences in Sweden and the U.S. respond to specific messages. Qualitative interviews with professionals offer background information on how CSR is currently communicated while audience responses to CSR communication are gathered through a web-based survey and focus groups consisting of American and Swedish citizens. Results indicate that

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Saurage-Altenloh, Susan M. "The Measured Influence of Supplier CSR on Brand Performance Expectations in B2B Relationships." Thesis, Capella University, 2017. http://pqdtopen.proquest.com/#viewpdf?dispub=10262262.

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<p> This research investigated the effects of supplier corporate social responsibility (CSR) on buyer expectations of corporate brand performance as well as the mediating effects of brand equity on buyer expectations of brand performance. For decades, organizations have integrated CSR as a business strategy to engage multiple stakeholders in a favorable manner. Extensive literature has revealed how CSR drives brand equity to sustain a brand’s competitive advantage through improved profitability and reputation in the market; it also has indicated the value of CSR as influencing brand perf

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Li, Shanshan, and Zifei Tang. "Understanding Green Marketing with Marketing Mix : a case study on The Body Shop." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-8060.

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Aim: The purpose of the study is to investigate how a company blends its greenness sense into their marketing mix and marketing strategy and the response from the customers toward corresponding aspects. Method: A case study was adopted. Both qualitative and quantitative methods were constructed, in which face-to-face interview and questionnaires were used to collect the fundamental data. Result & Conclusions: The Company has completely involved greenness into their marketing strategies. However, not many consumers are aware of it. The quality of the product, the price and the populari

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Haidari, Alexandra, and Hanna Strandberg. "Managing Employee CSR Engagement : A study of employee's perceptions and expectations." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-29999.

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Background- CSR is a highly relevant subject for corporations today, since there is an increased stakeholder demand to report corporate social, economic and environmental performance. CSR may convey numerous benefits for a firm, such as a competitive advantage, increased trust and improved corporate image, as well as many outcomes related to the employee. The automotive industry is facing high external pressures to lower their carbon footprint, and to become more sustainable, consequently, this industry is a suitable context for CSR research. Purpose- The purpose of this study is to investig

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E, 130806 Kashif Ruby. "THE IMPACT OF CSR AND GREEN MARKETING ON CONSUMER BEHAVIOR--- ICA KVANTUM BORLÄNGE." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-14853.

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Aim: The concept of CSR is getting more attention among various fields but there has been a lack of research in enhancing the awareness of CSR within the field of retailing. In order to fill this gap, the aim of this study is to investigate the significance of CSR and green marketing (ecological labels) in the business of retailing while evaluating the affect of it on consumer behavior. Method: Case study research method is opted for this study to answer “why” and “how” questions. Furthermore, quantitative data has been collected through in store and online customer interview. The research d

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Záhorská, Lucie. "Prosazování konceptu CSR v ČR." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-136240.

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This final thesis describes the core of the Corporate Social Responsibility (CSR) concept, monitors its development and its present role in the Czech Republic and the world. In the practical part of this thesis I focus on the institutions in the field of CSR in the Czech Republic, with emphasis on the Business Leaders Forum. I reveal the knowledge and the attitude of the target groups (managers, university students) towards the concept. In the last part of the thesis I suggest measures for higher efficiency of the promotion of the CSR concept in the Czech Republic.

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Köllner, Karl, and Julia Hofvendahl. "Constructing authenticity : A qualitative study of internal CSR communication." Thesis, Karlstads universitet, Fakulteten för humaniora och samhällsvetenskap (from 2013), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-57070.

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The rapid increase of corporate social responsibility (CSR) has led to a large numbers of programs that have failed to meet the expectations of stakeholders (McShane & Cunningham 2012). The reason being that stakeholders are becoming more sceptical about firms true purpose for engaging in CSR activities (Arendt & Brettel 2010). It may fuel worries that firms are acting in self-interest and trying to look good instead of doing good and not acting in line with the communicated CSR (Porter and Kramer 2011). Despite this downside, a well-executed CSR can lead to an increased company attrac

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Sturesson, Pauline, and Joseph Eromosele. "Corporate Social Responsibility for Competitiveness: A case study of ABB." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-25421.

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The effect of each CSR dimension on competitiveness is in different attribute importance. ABB emphasizes the integration of its CSR policy embedded in entrire five dimensions of CSR in different practices. The strongest, firmly established evidence of a positive effect of CSR on competitiveness appears in image/reputation dimension following by financial performance and innovation. Productivity and quality appeared less storng relations with CSR dimensions. Culture, a new dimension in CSR has been identified.

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Blom, Hedvig, and Nikolina Lopar. "E-mobility - gå mot strömmen : En studie om elbilen som fenomen och dess förutsättningar i framtiden." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-49022.

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Syfte & forskningsfråga: Syftet med den här uppsatsen är att utreda och analysera hur olika faktorer kan påverka efterfrågan och försäljning av elbilen. Syftet är också att identifiera förutsättningar för elbilens framtid och betydelse inom bilsektorn. Uppsatsens forskningsfråga formulerades utifrån uppsatsens syfte och frågan är följande: Vad krävs för att elbilen ska nå ut till en bredare målgrupp i framtiden? Metod: Vår uppsats är baserad på en kvalitativ forskningsmetod för att vi ska få en djupare förståelse kring det valda forskningsområdet. Vi har sträv

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Roeck, Hansen Maria. "CSR from a strategic perspective : - How Swedbank can develop stakeholder confidence and valueMBA-thesis in marketing - MBA-thesis in marketing." Thesis, University of Gävle, University of Gävle, Ämnesavdelningen för företagsekonomi, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-6267.

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<p><strong>Aim: </strong><em>Problem background -</em><strong> </strong>CSR has today increased its strategic status and consumer demand of sustainable development has also increased lately. However, there are still companies that have not adjusted their strategies to fit this swift in demand. This study offers a strategic tool, based on sustainable core competencies, for companies to implement in order to use CSR to boost their business.<strong> </strong></p><p><em>Research issue -</em><strong> </strong>How can Swedbank increase stakeholder confidence and value?<strong> </strong></p><p><em>De

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Ström, Rickard, Richard Backteman, and Temuulen Batmunkh. "CSR - A marketing tool? : A case study of ICA's and Lindex's Pink Ribbon campaign." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-11830.

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<p>Purpose: The purpose of this thesis is to investigate how a CSR strategy can be used as a marketing tool by analyzing ICA‘s and Lindex‘s marketing approach within the Pink Ribbon campaign.</p><p>Background: The concept of CSR has become more and more common in business practices and customers today almost expect companies to be socially responsible. Even though CSR is very important for companies, it has historically not been a very lucrative approach for them to involve in these activities. However there are ways of combining the social responsibility with earning profits. The concept of C

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Borgström, Bendik, and Felix Knese. "The rise of store personnel : an exploratory study on how to utilize the grocery retail store personnel in the marketing of sustainable products toward consumers." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-20877.

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Globalization has influenced the grocery retail industry and the most impactful changes are the preferences and habits of consumers. The increased consumption of consumers is one of the habits that have created a demand for sustainable products. The sustainable products can be marketed towards consumers by the frontline employees. Therefore, this study aims to investigate how grocery retail store personnel can be used as ambassadors toward consumers that will result in sustainable purchase behaviour. To answer the research question, several interviews have been conducted. The interview with th

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Mueller, Santos Milena. "CSR innovation : a comparative study of India and the UK." Thesis, University of Oxford, 2012. http://ora.ox.ac.uk/objects/uuid:fb9bece2-3c66-4afa-aa6c-541e964ebfbc.

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This thesis contributes to the field of research on corporate social responsibility (CSR) and explores the underresearched phenomenon of CSR innovation. It sheds light on this phenomenon by comparing CSR innovation in two nations with differing degrees of economic development, namely the UK and India. An interpretive, multicase study approach was chosen to compare CSR initiatives of British and Indian retailers. Data were collected through interviews, archival research, and observation. The research used sensemaking theory as a theoretical lens to examine how actors made sense of CSR innovatio

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Hellström, Paulina, and Bengtsson Caroline. "Ansvarsfulla små företag i Stockholm : En kvantitativ studie om Corporate Social Responsibility och små företag." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-28554.

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The majority of the companies are working with CSR. Only 50% of the companies are marketing their CSR-activities. They rarely plan it strategically. Still the majority of the companies find CSR profitable.<br>Majoriteten av de små företagen arbetar med CSR. Bara hälften av företagen marknadsför arbetet. Att planera CSR-arbetet strategiskt är ovanligt men majoriteten av småföretagen anser CSR-arbetet som ekonomiskt lönsamt.

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Xu, Jia. "The Motivations of Consumers’ Willingness-To-Buy towards Socially Responsible Products: An Application of the Theory of Planned Behavior." The Ohio State University, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=osu1267739295.

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Dicksson, Beatrice, and Caroline Martinsson. "Oatly - på allas läppar, i dubbel bemärkelse : En studie om konsumenters attityd mot livsmedelsföretaget Oatly." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-415995.

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Denna studie undersöker hur konsumenter uppfattar Oatlys marknadsföring och framförallt deras marknadsföring kring deras CSR-arbete. Studien undersöker även konsumenternas attityd gentemot företagets varumärke. Studiens teoretiska ramverk bygger på teori inom CSR, attityd och varumärke. Det empiriska materialet består av totalt 17 intervjuer, 16 intervjuer med Oatlys konsumenter samt en intervju med en anställd på Oatly. Studiens slutsats är att respondenternas attityder gentemot varumärket överlag påverkas positivt av Oatlys marknadsföring kring deras CSR-arbete.<br>This study investigates ho

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Čopáková, Darja. "Komunikační strategie firmy a komunikace se sponzory (konkrétní příklad)." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-4976.

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The goal of my thesis was to give a complex overview of all marketing communication instruments. The thesis also deals with newest trends in the field of marketing communication, especially changing trends how to target consumers effectively, importance of unified company identity and image and integration of individual communication channels. There is also a chapter dedicated to CSR, which is of growing importance. The practical part of the thesis deals with marketing communication of Ceska Sporitelna with emphasis on its sponsoring and CSR. In detail I analysed partnership of Ceska Sporiteln

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Gibalenko, Tetiana. "Marketingový význam CSR politiky firem pro mladé lidi v CR." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-358894.

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This thesis explores and explain the consept of corporat social responsibility (CSR) and it is influens on all market players. Based od literature overview this work will show the connection between marketing and existing variations of sustainability activities. Throught observation and analysis the thesis will show if the existence of CSR strategy, politics or programs in the companies, from certain fields and areas, will be take into consideration during buying decision. If young generation of Czech people realize, react or expect firms have it and apply into their practise.

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Grönlund, David, and Rabe Johan Hirsch. "CSR inom mejeri- och klädbranschen : En kvantitativ studie om konsumenters åsikter kring CSR inom två olika branscher." Thesis, Södertörns högskola, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-38492.

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Implementation av ett CSR-engagemang innebär stora ekonomiska påfrestelser på ett företag vilket kan visa sig vara problematiskt för företag då konsumenterna uppger att de är villiga att överväga CSR men när det gäller verklig konsumtion är det få konsumenter som tar hänsyn till CSR. Syftet med denna uppsats är därför att kartlägga åsikterna om företags CSR inom mejeribranschen och klädbranschen hos konsumenter i Stockholm län. Frågeställningarna för denna uppsats är “anser svenska konsumenter att det är viktigt med CSR inom mejeribranschen respektive klädbranschen??” samt “vilka CSR-faktorer

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Pettersson, Bergström Adam, and Robin Enmark. "Hur arbetar hamburgerkedjor för att möta konsumenters krav på miljömässigt ansvarstagande? : en CSR-studie kring Max och McDonald’s miljöarbete i Sverige." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-12391.

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Sammanfattning Titel: Hur arbetar hamburgerkedjor för att möta konsumenters krav på miljömässigt ansvarstagande? - En CSR- studie kring Max och Mcdonald’s miljöarbete i Sverige. Nivå: C- uppsats i ämnet företagsekonomi Författare: Robin Enmark & Adam Pettersson Bergström Handledare: Agneta Sundström Datum: 2012-06 Syfte: Syftet är att utreda och analysera utreda och analysera hur det miljöarbete som Max och McDonald’s bedriver i Sverige genomförs. Hur de förmedlar detta till sina konsumenter, hur konsumenterna uppfattar detta och hur kunderna belönar detta, utreds också. Metod: Data har sa

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Hwang, Jiyoung. "Rewarding Corporate Social Responsibility (CSR) Through CSR Communication: Exploring Spillover Effects in Retailer Private Brands and Loyalty Programs." The Ohio State University, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=osu1291171034.

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Jonsson, Carolina, Madeleine Jakobsson, and Martin Johansson. "Eco-labels: input or outcome of CSR? : A study made on three companies." Thesis, Jönköping University, JIBS, Business Administration, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-6.

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<p>Problem: The increased environmental awareness among people as well as businesses has led to the development of new concepts such as sustainable development and environ-mental marketing. One way of practising environmental marketing, which is based on the three principles social responsibility, holism and sustainability, is to use eco-labels on prod-ucts and services. Many companies see the usage of eco-labels as a means to gain competi-tive advantage. The number of eco-labelled products and services constantly increases, but does it mean that the number of companies practising corporate so

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Vogt, Roland. "Corporate responsibility, marketing, and reputation : a stakeholder approach for sustainable car fleet management." Thesis, University of Plymouth, 2014. http://hdl.handle.net/10026.1/3130.

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Corporate responsibility is increasingly involved in corporate reputation, and so, in the economic success of a company. Car fleet operating companies are exposed to criticism and, as a direct result of this many corporate protagonists responsible for the operation of car fleets are developing measures to decrease CO2 emissions and fuel consumption. A second trend is the increasing usage of image-generating marketing actions in the worldwide ‘information society’. For various reasons, these image campaigns do not always lead to the expected improvements in corporate reputation. The crucial que

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Sunnerman, Ebba, and Ida Vesterinen. "Kan ett modeföretags varumärke gynnas av marknadsföring med pälshandel som del av deras CSR-arbete?" Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-16339.

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Corporate Social Responsibility, eller CSR har blivit något av en självklarhet hos företagenidag. Konsumenter accepterar inte barnarbete och de är miljömedvetna. Att ett företag haretiska och moraliska värderingar är inte bara viktigt ur just etiska och moraliska perspektivutan även för att kunna bygga och bevara ett starkt varumärke. Vi tycker att handeln med pälsär ett stort problem. Det finns allvarliga brister i den här branschen. Djur inom pälsindustrinfar illa under processen innan de blivit ett material som används till kläder och andramodeprodukter. Det finns fortfarande människor som

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Karešová, Eva. "Společenská zodpovědnost firem v marketingu." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-4878.

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Diploma thesis focuses on history analysis and today's CSR issues that multinational marketing corporations have to face up. It describes both CSR positives and negative responses to CSR implementation. It follows today's customer trends on markets and possibilities, how to win mainstresm customers for CSR challenges. Especially the trend of building CSR in the core business and in brands themselves is pointed out. The diploma work shows many examples of practising marketing with some social effect, from which both the company and the supported object can profit. Finally, the work describes so

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Zidarova, Margarita. "Corporate Social Responsibility: The Future of Marketing Communications." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-71814.

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The purpose of this study was to investigate Corporate Social Responsibility (CSR) as a contribution tool to the future practices of corporate marketing communications. Another aim was to discover the current practices of CSR within corporate marketing communications with a specific focus on corporate and stakeholder value creation gained through this merging of two disciplines. Finally, the possibility of creating future competitive advantages through the use of CSR in marketing communications was also examined. The author applied a qualitative interview questionnaire as well as a quantitativ

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Robertsson, Ella, and Jenny Nylander. "Är det möjligt att marknadsföra på ett hållbart sätt? : En studie om slow fashionföretags förhållningssätt till marknadsföring." Thesis, Högskolan i Skövde, Institutionen för handel och företagande, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-20067.

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Företag inom slow fashion arbetar mer med hållbarhet, både för konsumenterna och deras anställda. Det är stort fokus på att miljön ska bevaras medan företagen konkurrerar med fast fashionkedjor som massproducerar kläder och säljer till låga priser. Det stora problemet inom industrins produktion handlar om hur man ska försöka minska utsläpp och påverkan på miljön samt hantera överkonsumtionen genom hållbar marknadsföring. Studiens syfte är att utvärdera vilka karaktärsdrag slow fashion företag har gentemot fast fashion företag och hur slow fashion företag inom klädindustrin marknadsför sitt hål

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Eriksson, Sanna, and Rebecka Wennerstål. "Hållbart varumärke : En fallstudie på Vattenfall om hur kommunikationen av hållbarhetsarbetet påverkar varumärket." Thesis, Linköpings universitet, Industriell ekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-108574.

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Företags ansvar för sin omvärld är ett högaktuellt ämne som diskuteras i media och i företag. Hållbarhetsarbete är något som stora företag förväntas syssla med och företagets varumärke påverkas i allt större grad av dess hållbarhetsarbete. Utvecklingen av nya kommunikationsvägar, som internet, mobilt bredband och sociala medier, har inneburit att kraven på transparens hos företag har ökat och det upplevs som tvivelaktigt om företagen inte kommunicerar sitt ansvarstagande externt. Svårigheten med hållbarhetskommunikation är att nå ut med vad företaget gör så att den bild som skapas i så stor ut

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Westin, Jenny, and Erik Dilexit. "Varumärkesuppbyggnad : Via syftesdriven marknadsföring?" Thesis, Södertörns högskola, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-38457.

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Syfte: Studiens syfte är att undersöka hur företag arbetar för att bygga upp sitt varumärke via syftesdriven marknadsföring. Studien kommer granska företagens kommunikation och CSR-arbete för att på så vis utreda om företagen använder sig av syftesdriven marknadsföring. För att uppnå syftet kommer intervjuer att genomföras med utvalda företag inom tre olika branscher. Metod: För att uppfylla studiens syfte genomfördes en kvalitativ undersökning med en komparativ design. Genom halvstrukturerade livsvärldsintervjuer hos sex olika företag i tre olika branscher söktes först

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Chuikina, Viktoriya, and Sari Ekberg-Tamminen. "CORPORATE SOCIAL RESPONSIBILITY COMMUNICATION from a NETWORK PERSPECTIVE : A Case Study of Peab AB." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-15073.

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Problem Description: Since there are recognized similarities in the construction industry between relationship building and strategic CSR engaging thus managing and communicating CSR should be evaluated from the industrial network perspective. Close interaction between stakeholders and implemented strategic CSR facilitate to perform successfully and remain competitive when facing challenges in modern construction industry. Peab AB was chosen for the research as one of the leading construction companies in the Nordic region that recently redefined its CSR strategy and now delivering and sharing

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Bernhard, Sarah, and Susanna Jansson. "Mot en hållbar framtid : En studie om hållbarhet i marknadsföring." Thesis, Karlstads universitet, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-44898.

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Hållbarhet är ett centralt koncept i dagens Sverige, vilket även märks i företagens marknadsföring. Det har skett en attitydförändring, där allt fler företag och konsumenter fokuserar på hållbarhet. Denna uppsats syftar till att undersöka hur företag kan implementera hållbarhet i marknadsföringen samt konsumenternas attityd till detta. Med hänsyn till syftets dubbla karaktär delas frågeställningar upp i ”Företagsperspektivet” samt ”Konsumentperspektivet”. Avgränsning är vald till produktkategorin kaffe, då denna kategori är relevant ur ett hållbarhetsperspektiv. I uppsatsen har en omfattande l

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Clara, Lindström, and Sallander Persson Tindra. "Covid-19 inverkan på marknadsföring : En fallstudie om hur Nordic Wellness och Studio Aktiverum har anpassat sin marknadsmix för att ta socialt ansvar." Thesis, Högskolan i Halmstad, Akademin för företagande, innovation och hållbarhet, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-44962.

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There is no doubt that Covid-19 has affected the world on several different levels. However, it is less clear how the wellness industry has had to adapt to the Government's and the Public Health Agency's recommendations and restrictions. The purpose of this thesis is to investigate how gym companies have adapted their marketing mix and their social media marketing as a strategy for taking social responsibility during the Covid-19 pandemic. Empirical information has mainly been collected through interviews with respondents from Nordic Wellness and Studio Aktiverum, which are two different gym c

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Behrad, Babak. "Adding Value: The relationship between Corporate Social Responsibility (CSR), brand value and consumer brand loyalty." Thesis, Cape Peninsula University of Technology, 2014. http://hdl.handle.net/20.500.11838/1430.

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Thesis submitted in fulfilment of the requirements for the degree Master of Technology: Public Relations Management in the Faculty of Informatics and design at the Cape Peninsula University of Technology 2014<br>This study examined KAPPAHL and IKEA’s Corporate Social Responsibility activities and the effect it has on building consumer brand loyalty. The conceptual framework of the study is built on two theories, stakeholder theory and triple bottom line theory, which are relevant to the objectives of this study. The methodology of the present study is qualitative approach, undertaken for t

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Andersson, Jonas, and Jesper Ulander. "Sponsring." Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-17839.

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Bakgrund: Det finns många olika sätt att marknadsföra sig på idag. Det kan exempelvis vara via sponsring. Sponsring är en markandsföringsform som ökar för varje år trots att forskning tyder på att det fortfarande är svårt att räkna på investeringen.Syfte: Studien har som syfte att öka förståelsen för varför företag väljer att sponsra en elitidrottsförening trots att det är svårt att räkna hem investeringen. Vi har valt att fokusera på fotbollsföreningen IF Elfsborg.Design/metod: I studien används en abduktiv ansats vilket innebär att vi har fått komplettera vår ursprungliga teoridel med mer te

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Granström, Johansson Louise, Emmy Torstensson, and Amanda Ljunggren. "CSR och transparens: Hur påverkas köpintentioner? : en kvalitativ studie om konsumentattityder i förhållande till modeföretags ansvarstagande." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-21984.

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Det har blivit allt vanligare att modeföretag börjar implementera CSR och transparens i sina verksamheter i syfte att upplysa konsumenter om deras hållbarhetsarbete och ansvarstagande. Som konsument kan det dock vara svårt att uppfatta och tolka informationen angående dessa områden som företaget haft för avsikt. Studien undersöker hur de två generationerna Baby Boomers och Generation Y uppfattar fenomenet hållbart mode, CSR och transparens och vilka faktorer som påverkar köpintentionen hos Baby Boomers och Generation Y från företag som engagerar sig i dessa områden. Det genomfördes totalt 18 s

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Sterner, Linn, and Linnea Jönsson. "Cause Related Marketing : En studie i hur företag praktiskt arbetar med CRM." Thesis, Uppsala University, Department of Business Studies, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-106473.

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<p>Cause-Related Marketing (CRM) is not a completely new phenomenon, yet an idea whose time has truly come. To have commercial organizations cooperate with charity organizations for mutual profit is a "win-win-win" situation. The company gets added value to its brand, the charity organization gets to collect more money that it otherwise wouldn't and the customer gains a feeling that he or she has contributed to the society.</p><p>The purpose of this thesis is to study how a company, in practice, works with CRM marketing. How do they choose which charity organization to work with,what type of p

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Bengtsson, Caroline, and Agnes Bäckström. "CSR och transparens: två verktyg för ökad köpbenägenhet? : En kvalitativfallstudie om grön konsumtion." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14651.

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CSR och transparens blir alltmer vanliga verktyg för företag för att kunna belysa konsumenter om deras ansvarstagande och hållbara arbete. För att dessa aktiviteter ska nå konsumenterna krävs en kommunikation från företaget. Som konsument kan det vara svårt att uppfatta informationen och tolka den som företaget önskar. Den här studien undersöker hur konsumenter uppfattar H&Ms marknadskommunikation gällande CSR och transparens och hur kommunikationen påverkar konsumentens köpbenägenhet av gröna modeprodukter på H&M. I studien genomfördes sju semistrukturerade intervjuer med kvinnliga st

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Trojánek, Štěpán. "Marketingové komunikace a udržitelný rozvoj.Konflikt nebo synergie." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-85244.

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The aim of this master's thesis is to find out whether there is a conflict between marketing communications and sustainability or if these can benefit from each other and how to apply this synergy in business reality. Firstly, overall impact of marketing communications on sustainable development is analyzed, mainly in terms of communications' content, and a potential role of marketing communications in achieving sustainable development is outlined. In the second part, sustainability is regarded as an opportunity for marketing incl. communications and sustainable marketing is introduced as a su

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Blom, Sofia, and Sujinan Rakjaroenmuang. "Hållbarhetsarbete inom hotell : En kvalitativ studie om hur en nordisk hotellkedja arbetar med hållbar utveckling i syfte att stärka sitt varumärke." Thesis, Örebro universitet, Restaurang- och hotellhögskolan, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-61239.

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