IMPORTANCE OF REPUTATION IN THE ASSESSMENT OF CORPORATE SOCIAL RESPONSIBILITY

Lukáš Vartiak

doi:10.12955/cbup.v3.587

Lukáš Vartiak Faculty of Operation and Economics of Transport and Communications, University of Žilina

DOI: https://doi.org/10.12955/cbup.v3.587

Keywords: reputation, corporate social responsibility, consumers, general public

Abstract

Successful organizations need to be profitable and also recognized by the general public. Therefore, organizations are becoming more socially responsible. Socially responsible actions are positively perceived. These actions together are molding the organization’s reputation. The purpose of this study was to highlight the importance of reputation in the assessment of corporate social responsibility (CSR). The purpose is realized by the secondary research, which consists of parsing the worldwide CSR ranking. Analysis, comparison, and selection are methods used in the secondary research. As the main finding, it may be considered that connections between reputation and CSR exist in three dimensions. Information from the secondary research confirms the importance of reputation in the CSR assessment. Recommendations arising from this study are that organizations should act socially responsible and they should inform the general public about their CSR performance, so that they can obtain a competitive advantage.

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