Přehled o publikaci

Traditionally, corporate social responsibility has been perceived in two major ideological flows - on the one hand as a prospective source of competitive advantage and on the other hand as a real expression of corporate philanthropy and awareness of corporate citizenship commitments. Nowadays, the situation seems to be slightly changed. The concept of corporate social responsibility has been included into majority of business models as a stable pillar of sustainable business development. Especially in the conditions of the markets with significant carbon footprint. The automotive industry is one of such a markets. Thus, it starts to be disputable whether the accent on corporate social responsibility should be widely communicated or it should just be silent immanent part of marketing management activities. The aim of this paper is to determinate the attitudes of consumers to the corporate social responsibility of automotive brands in conditions of Slovak Republic. The research has been conducted in April 2022 on the sample of 2000 respondents. The selection of the respondents in the sample set took place at random and was based on the number of Slovak citizens older than 18 years. The quantitative assessment method was applied to the processing of the information obtained from the questionnaire survey. This study would serve as a pilot study for further nationally based analyses focused on the issue of corporate social responsibility and its implications for marketing management of automotive brands.