Kurumsal Sosyal Sorumluluk Projelerinin Marka Farkındalığına Etkisi

Yaşadığımız toplumda bireylerin birbirlerine ve topluma karşı sorumluluklarıbulunduğu gibi kurumların da çalışanlarına, çevreye, topluma ve tüketicilerine karşısorumlulukları bulunmaktadır. Kurumsal alanda ele alındığında kurumsal sosyalsorumluluk olarak adlandırılan sosyal sorumluluk kavramı, 21. yüzyılda gerek hedefkitleleri ile ilişkilerini güçlendirmek adına gerekse farkındalık yaratmak adına çoğukurum tarafından önem görmektedir. Kurumlar, çevre, eğitim, sağlık vb. birçok alandaprojeler gerçekleştirmektedirler ve bu projeler ile topluma karşı sorumluluklarını yerinegetirmektedirler. Bu kurumsal sosyal sorumluluk projelerinin marka farkındalığına nasılbir etkisi olduğunu ölçümlemeyi amaçlayan bu çalışma kolayda örnekleme yöntemiyleulaşılmış 141 kişi üzerinde gerçekleştirilmiştir. Çalışmanın sonucunda sosyal sorumlulukprojesi gerçekleştiren markayla ilgili marka farkındalığının projeden haberdar olantüketicilerde anlamlı düzeyde (p

The Effect of Corporate Social Responsibility Projects on Brand Awareness

n our society, while individuals have responsibilities to each other and to oursociety, corporations also have responsibilities to their employees, to the environmentand to the consumers. In corporate life, social responsibility is defined as corporate socialresponsibility in order to strengthen the relations with the target market in 21st centuryand to create brand awareness in corporations. Corporations conduct projects regarding tohealth, education, environment etc. where they are fulfilling their responsibilities throughsociety. This study that aims to measure to impact of these corporate social responsibilityproject on brand awareness, implemented to 141 people with the convenience samplingmethod. The result of the study found out that the brand awareness of the brand whichorganized social responsibility project is significantly higher (p

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