Analýza dopadu společenské odpovědnosti na dobré jméno společnosti

Abstract

The aim of diploma thesis is to identify the awareness of socially responsible behaviour (or CSR activities) of IKEA and analyze the impact of such initiatives on the brand of the company. The research was conducted by using a quantitative method - questioning via a standardized questionnaire. A strong awareness among employees of IKEA was found, but weak among customers. It was found that these activities have a positive impact on brand perception of the customer: increase trust, preference and cause positive feelings towards the company. The outcomes and recommendations flowing from my work were provided to the management of IKEA Ostrava as a feedback to promotion activities of their CSR iniciatives.