Marketing Dialogue With Pressure Groups

Jiří Boháček, Zdeněk Linhart, Peter Matisko and Miroslav Špaček
Additional contact information
Jiří Boháček: Department of Marketing, University of Economics and Management, Nárožní 2600/9A, 158 00 Praha 5, Czech Republic
Zdeněk Linhart: Department of Marketing, University of Economics and Management, Nárožní 2600/9A, 158 00 Praha 5, Czech Republic
Peter Matisko: Department of Marketing, University of Economics and Management, Nárožní 2600/9A, 158 00 Praha 5, Czech Republic
Miroslav Špaček: Department of Management, University of Economics and Management, Nárožní 2600/9A, 158 00 Praha 5, Czech Republic

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2021, vol. 69, issue 2, 211-220

Abstract: CSR actions are often controversial due to either the excessive voluntary or narrow standardized approach. The objective of this article is to find indices, which homogenize CSR campaigns of corporations according to specific attitudes and behaviour of individuals. Cluster analysis has significantly differentiated CSR volunteering contributors from non-volunteering critics. A small cluster of non-volunteering respondents calls for support of kids, criminals and addicts. Volunteering clusters are composed of employed respondents who are predominantly calling for equality and environment according to their work and leisure interest. The technology volunteering from the previous year disappeared from the list of CSR of respondents as it was aggregated either to other priority or finished and forgotten due to interests in a new project. Results demonstrate that responsibility is not related only to people in need but calls for simplification of complex public, corporate and human relationships to focus on its development.

Keywords: volunteering and non-volunteering contributors; CSR campaigns homogenization indices; social equality (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://acta.mendelu.cz/doi/10.11118/actaun.2021.018.html (text/html)
http://acta.mendelu.cz/doi/10.11118/actaun.2021.018.pdf (application/pdf)
free of charge

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mup:actaun:2021.018

DOI: 10.11118/actaun.2021.018

Access Statistics for this article

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis is currently edited by Markéta Havlásková

More articles in Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis from Mendel University Press
Bibliographic data for series maintained by Ivo Andrle ().