CSR Activities and Their Impact on Brand Value in Food Enterprises in Slovakia Based on Foreign Participation

Zdenka Kádeková, Radovan Savov, Ingrida Košičiarová and Katarina Valaskova
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Zdenka Kádeková: Faculty of Economics and Management, Department of Marketing and Trade, Slovak University of Agriculture in Nitra, Tr. A. Hlinku 2, 949 76 Nitra, Slovakia
Radovan Savov: Faculty of Economics and Management, Department of Management, Slovak University of Agriculture in Nitra, Tr. A. Hlinku 2, 949 76 Nitra, Slovakia
Ingrida Košičiarová: Faculty of Economics and Management, Department of Marketing and Trade, Slovak University of Agriculture in Nitra, Tr. A. Hlinku 2, 949 76 Nitra, Slovakia

Sustainability, 2020, vol. 12, issue 12, 1-21

Abstract: This paper highlights the activity of corporate social responsibility (CSR) and its impact on brand value in food enterprises with and without foreign participation in Slovakia. Attention has been paid to all three pillars—People, Planet, Profit—and their communication in relation to customers, business partners, employees, local communities, environmental protection, and company values. The paper evaluates the impact of these activities on brand value in food enterprises in Slovakia. One hundred and twenty-five food enterprises were included in the research. The paper offers eight statistically tested hypotheses, of which three have been fully confirmed. Almost 86% of food companies with foreign participation apply CSR activities, while companies without foreign participation comprise only 40% of the total share. The biggest differences in the perception of the importance of CSR activities are noticeable in foundations and charitable activities, and in sponsorship and donations, but are less noticeable in terms of ecology, corporate transparency, and cooperation with non-profit organizations. In the field of environmental protection, CSR activities are communicated and used in order to build brand value, mostly in food enterprises with foreign participation. Almost 96% of food enterprises with foreign participation that apply and communicate CSR activities see an increase in their brand value.

Keywords: corporate social responsibility; brand value; communication; food enterprises (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2020:i:12:p:4856-:d:371321

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