CEEOL Marketing From Information to Decision , Issue 7 /2014

Translated Title:	Assessing Perceived Corporate Social Responsibility: A Literature Review
Publication:	Marketing From Information to Decision (7/2014)
Author Name:	Moisescu, Ovidiu Ioan;
Language:	English
Subject:	Economy, Business and Management
Issue:	7/2014
Page Range:	161-169
No. of Pages:	9
File size:	225 KB
Download Fee: (only for non-subscribers)	5 Euro (€)
Summary:	In the contemporary market context, characterized by increasing competition and a rapidly changing marketing environment, corporate social responsibility (CSR) and its perception among consumers and the general public can significantly impact business performance, customer loyalty, employee attachment and other important business sustainability factors. The current paper is part of a larger study directed at analyzing the impact of perceived CSR on customer loyalty. Considering this larger study‘s purpose, it is important that the theories and methodologies related to assessing CSR be reviewed. This paper focuses on consumers‘ perceptions of CSR, by reviewing some of the most relevant scientific approaches regarding the methodologies that can be applied when perceived CSR among customers must be assessed.
Keywords:	CSR; perceptions; stakeholders; assessment