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2011 | 3 | 289--306
Tytuł artykułu

Związek między wartościami uznawanymi przez konsumentów a ich postawą wobec inicjatyw społecznych przedsiębiorstwa

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Warianty tytułu
The Connection Between Values Recognized by Consumers and Their Attitude Towards Social Initiatives of the Company
Języki publikacji
PL
Abstrakty
Niniejszy artykuł wpisuje się w problematykę reakcji konsumentów na inicjatywy społeczne przedsiębiorstw. Oddziaływanie inicjatyw społecznych przedsiębiorstw na zachowania konsumentów to względnie nowy kierunek badań. Pierwsze prace na ten temat zaczęły pojawiać się w drugiej połowie lat dziewięćdziesiątych XX wieku, a znaczny wzrost ich liczby nastąpił po roku dwutysięcznym. We wspomnianych badaniach próbowano przede wszystkim dowieść tego, że realizacja inicjatyw społecznych prowadzi do wystąpienia korzystnych reakcji konsumentów, takich jak: poprawa postawy wobec firmy (Brown, Dacin, 1997; Marin, Ruiz, 2007), wyższa skłonność do dokonania zakupów (Lafferty, Goldsmith, 1999; Sen, Bhattacharya, 2001; Baron, Miyazaki, Taylor, 2000), wyższa lojalność (Salmones, Crespo, Bosque, 2005; Lichtenstein, Drumwright, Braig, 2004).(fragment tekstu)
EN
In the article results of studies of the relations between values recognized by consumers and their attitude towards a company's social initiatives of are presented. The values have been examined according to the typology suggested by Schwarz. Especially the correlation has been analyzed between recognizing values that are directed to the development of the common good and values directed to one's own development on the one hand and the consumers' attitude toward a company's social initiatives on the other. The studies have shown that there is a positive, statistically significant correlation between recognizing values that are directed to the development of the common good and the consumers' attitude towards social initiatives put forward by a company.(original abstract)
Twórcy
Bibliografia
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Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171325717

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