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Children-Engaging Social and Environmental Initiatives as Determinants of Corporate Reputation

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  • Ingrida Šmaižienė

    (Kaunas University of Technology, Lithuania)

Abstract

Objective: The paper aims to explore children-engaging social and green initiatives as determinants of corporate reputation. Research Design & Methods: The research data were collected by means of a consumer survey (n=354) in Lithuania. During the research, consumers’ perception and attitudes towards companies which take children-engaging social and environmental initiatives were surveyed. Findings: The research findings indicate that consumers tend to agree that companies implementing children-engaging CSR initiatives contribute to the development of children as responsible citizens. However, consumers have a different attitude towards companies which implement children-engaging environmental initiatives and companies which take children-engaging social initiatives. Implications & Recommendations: The research results suggest that consumers form opinions about the company not only by assessing the company’s behaviour towards them, but also by assessing the corporate performance targeted at children. Therefore, companies should consider children-engaging CSR as determinants of corporate reputation. Contribution & Value Added: The paper provides some empirical evidence on how CSR practices targeted at children may affect corporate reputation.

Suggested Citation

  • Ingrida Šmaižienė, 2015. "Children-Engaging Social and Environmental Initiatives as Determinants of Corporate Reputation," Entrepreneurial Business and Economics Review, Centre for Strategic and International Entrepreneurship at the Cracow University of Economics., vol. 3(4), pages 89-103.
    • Handle: RePEc:krk:eberjl:v:3:y:2015:i:4:p:89-103
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    References listed on IDEAS

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    More about this item

    Keywords

    children; corporate citizenship; corporate reputation; social responsibility; CSR;
    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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