Repozytorium WSB-NLU :: Przeszukiwanie wg Autor "Galica, Julia"

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Corporate Social Responsibility (CSR) as an image building tool in fast-fashion industry on the example of H&M Group
(2022-07-14) Galica, Julia; Sokołowska-Woźniak, Justyna
A positive brand image is a challenge for any company to achieve. Therefore, more and more companies are beginning to understand that their actions have an impact not only on the market in economic and financial terms but what is most important it also has a strong impact on society itself. The implementation of a socially responsible strategy results in a better perception of the company and creates its positive image. In order to explore this view, a survey on the perception of CSR among H&M brand customers was conducted. The questionnaire was created using Microsoft Forms available to fulfill for everyone online. The aim was to prove that CSR activities can create a positive image of the company among customers. The adopted research hypothesis assumes that respecting the CSR strategy affects the public perception, positive image, prestige, and reputation of enterprises. The data collected from 100 people confirmed the hypothesis that CSR has a positive impact on the brand image. What's more, the study showed that the vast majority of respondents not only believe that a socially responsible strategy has a better impact on the perception of the company by consumers but also affects their purchasing decisions.