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

Author

Listed:
  • Zdenka Kádeková

    (Slovak University of Agriculture in Nitra, Nitra, Slovak Republic)

  • Ingrida Košičiarová

    (Slovak University of Agriculture in Nitra, Nitra, Slovak Republic)

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.

Suggested Citation

  • Zdenka Kádeková & Ingrida Košičiarová, 2020. "Publicity as a tool of PR activities within CSR concept in food enterprises in Slovakia," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 15(1), pages 2-14.
    • Handle: RePEc:cub:journm:v:15:y:2020:i:1:p:2-14
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    More about this item

    Keywords

    public relations; corporate social responsibility; publicity; food enterprises; Slovakia;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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