Zusammenfassung
Viele Unternehmen setzen in den letzten Jahren verstärkt auf Aktivitäten im Bereich der Corporate Social Responsibility und erhoffen sich dadurch unter anderem eine verbesserte Markenbeurteilung. Inwiefern sich die Einstellung zur Marke durch unterschiedliche CSR-Maßnahmen positiv beeinflussen lässt und welche Rolle die Motivlage des Unternehmens für die Wirksamkeit von CSR spielt, untersucht dieser Beitrag.
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Woisetschläger, D.M., Backhaus, C. CSR-Engagements — was davon beim Kunden ankommt. Thexis 27, 42–47 (2010). https://doi.org/10.1007/s11621-010-0078-6
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DOI: https://doi.org/10.1007/s11621-010-0078-6