Social Responsibility as the Foundation of a Company’s Image
Social Responsibility as the Foundation of a Company’s Image

Author(s): Dijana Vuković, Tanja Grmuša, Goran Luburić
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Social responsibility; Sustainability; Corporate image; Loyalty; Engagement in the community
Summary/Abstract: Purpose: In today’s globalized business environment, social responsibility is key to successful business. Companies are increasingly aware that their actions affect financial results, the community, and the environment. In this context, socially responsible business (CSR) is an ethical obligation and a strategic approach that can significantly shape a company’s image. Results: One of the key findings of the research relates to consumer trust. More than 75% of surveyed companies reported that consumers perceived their business more positively after actively participating in social initiatives. This increase in trust is directly related to increased customer loyalty, resulting in increased repeat purchases. In the context of increasingly strong competition, this perception can be a decisive advantage in the market. Such an atmosphere not only improves the working environment but also increases the productivity and creativity of employees. Conclusion: In conclusion, the results of this research indicate that social responsibility is the key foundation of corporate image in the Republic of Croatia. CSR not only improves perception among consumers and employees but also contributes to financial success and business sustainability.

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