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Einfluss von Social Sponsoring auf die Corporate Credibility: Theoretische Darstellung und empirische Analyse

Einfluss von Social Sponsoring auf die Corporate Credibility: Theoretische Darstellung und empirische Analyse

          
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About the Book

Diplomarbeit aus dem Jahr 2009 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Eberhard-Karls-Universität Tübingen (Wirtschaftswissenschaftliche Fakultät - Lehrstuhl für Marketing), Sprache: Deutsch, Abstract: "Immer mehr europäische Unternehmen agieren sozial verantwortlich als Reaktion auf mannigfaltigen gesellschaftlichen, wirtschaftlichen und ökologischen Druck", heißt es in dem Grünbuch der europäischen Kommission für Beschäftigung und Soziales aus dem Jahr 2001. Eine Vielzahl an sozialen Projekten und Kooperationen zwischen Wirtschaft und sozialen Einrichtungen bestätigt diese Einschätzung auch aktuell. Ratiopharm hilft Menschen in Äthiopien, Mercedes Benz unterstützt Die Tafeln e.V. mit der Bereitstellung von Fahrzeugen und die DEVK fördert seit dem Jahr 1995 die zentrale Veranstaltung zum Weltkindertag der UNICEF in Köln. Der Begriff Social Sponsoring macht seit den 1990er Jahren bei sozialen Einrichtungen als "Zauberformel" im Bereich Fundraising die Runde. Neben rein altruistischen Motiven versprechen sich Unternehmen von ihrem Engagement in sozialen Angelegenheiten vor allem Eines: Die Steigerung ihrer Ertragskraft mittels positiver Beeinflussung der latenten Unternehmenszielgrößen Image, Reputation und Corporate Credibility. Doch welche Auswirkungen haben Social-Sponsoring-Maßnahmen tatsächlich? Sind gerade sie besonders dazu geeignet, positiven Einfluss auf die oben genannten Zielgrößen zu nehmen? Allgemeine Studien zur Sponsoring-Wirkung sind zur Beantwortung dieser speziellen Fragen nicht ausreichend. Während die Imageforschung sowie der Begriff der Unternehmensreputation in der akademischen Literatur bis heute große Aufmerksamkeit genießen, ist die Corporate Credibility als Zielgröße bisher weniger gut erforscht. Die vorliegende Arbeit schließt diese Lücke, indem sie den Einfluss von Social Sponsoring auf die Corporate Credibility eines Unternehmens aus verschiedenen Blickwinkeln beleuchtet, kritisch beurteilt und empir


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Product Details
  • ISBN-13: 9783640815111
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 154 gr
  • ISBN-10: 3640815114
  • Publisher Date: 10 Feb 2011
  • Height: 210 mm
  • No of Pages: 112
  • Series Title: German
  • Sub Title: Theoretische Darstellung und empirische Analyse
  • Width: 148 mm


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Einfluss von Social Sponsoring auf die Corporate Credibility: Theoretische Darstellung und empirische Analyse
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