Publicity as a tool of PR activities within CSR concept in food enterprises in Slovakia

Zdenka Kádeková () and Ingrida Košičiarová ()
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Zdenka Kádeková: Slovak University of Agriculture in Nitra, Nitra, Slovak Republic
Ingrida Košičiarová: Slovak University of Agriculture in Nitra, Nitra, Slovak Republic

Marketing Science & Inspirations, 2020, vol. 15, issue 1, 2-14

Abstract: Paper points at the publicity as a tool of public relations (PR) within CSR concept in the practice of food enterprises in Slovakia and analyzes its use in terms of foreign participation, production focus and size of enterprises and subsequently evaluates the benefits of using publicity as a tool of PR within CSR concept. The actual research was implemented in 125 food enterprises. When processing the statistical data, we have used several methods of statistical evaluation, as the frequency and contingency tables, the absolute and relative frequencies, χ2 test of good agreement, Likert scale, Cramer’s V Coefficient and Kruskal-Wallis test. The results of the research confirmed that the publicity as a part of PR within CSR concept in the practice of analyzed food enterprises is primarily focused on building the reputation of the company. Conclusion of the submitted paper offers the most important results of research with aim of practical application in food enterprises.

Keywords: public relations; corporate social responsibility; publicity; food enterprises; Slovakia (search for similar items in EconPapers)
JEL-codes: M14 M31 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:15:y:2020:i:1:p:2-14

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