Original scientific paper

CORPORATE BRANDING THROUGH CORPORATE SOCIAL RESPONSIBILITY

Tsvetana Stoyanova orcid.org/0000-0003-3745-4551 ; University of National and World Economy, Sofia, Bulgaria, Management Department
Philip Stoyanov ; University of National and World Economy, Sofia, Bulgaria, Management Department

Abstract

The role of corporate social responsibility (CSR) in the corporate branding process involves managing corporate image and reputation in the minds of others. Contemporary organizations are aware that CSR actions are being carefully monitored not only by consumers, but also by all stakeholders. Enhanced interest in social and environmental issues highlights the need for corporate branding strategies to reflect cultural trends in a wider environment to which organizations belong.

Keywords

Corporate social responsibility; brand; corporate branding; corporate image; corporate reputation

Hrčak ID:

228683

URI

https://hrcak.srce.hr/228683

Publication date:

28.11.2019.

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