2nd International Conference on Chemo and Bioinformatics ICCBIKG 2023 (236-240)
АУТОР(И) / AUTHOR(S): Ana Spasojević, Stefan Zdravković
Е-АДРЕСА / E-MAIL: ana.spasojevic@kg.ac.rs
DOI: 10.46793/ICCBI23.236S
САЖЕТАК / ABSTRACT:
The concept of corporate social responsibility (CSR) refers to a constant commitment to business that contributes to the economic development of the company while simultaneously improving the quality of life of the company’s employees, their families, as well as the community and society in general. The main segment of the analysis in this paper indicates the effects of applying the concept of socially responsible business on the market positioning of the company’s brand. The main contribution study is the implementation of empirical research using the survey method in which 122 consumers from the territory of the Republic of Serbia participated, as well as 28 managers who are employed in companies of various activities (production, banking sector, telecommunications). Respondents’ answers about the importance of socially responsible business were analyzed using the SPSS statistical program. This research may interest certain entities, that is, business entities on the domestic/foreign market to see the benefits and serious opportunities that the application of the CSR concept can bring.
КЉУЧНЕ РЕЧИ / KEYWORDS:
socially responsible business, business image of the company, brand management,
market positioning of the brand
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