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Corporate Social Responsibility
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Unternehmen werden zunehmend den Erwartungen der Gesellschaft gerecht und engagieren sich proaktiv fr soziale Belange (Corporate Social Responsibility: CSR). ber die Determinanten der Wahrnehmung sowie der Wirkungsprozesse und Konsequenzen eines solchen Engagements auf Seiten der Konsumenten bestehen bis dato jedoch nur wenige Erkenntnisse. Hai Van Duong Dinh analysiert mittels eines Experimentes diese Themenbereiche. Die Ergebnisse liefern wertvolle Informationen fr einen zielgerichteten Einsatz des CSREngagements und erffnen marktorientierten Unternehmen die Mglichkeit, soziale Verantwortung zu bernehmen und dabei gleichzeitig konomische Ziele anzustreben.
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