Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.14279/31289
Title: How Startups Develop CSR to Build Brand Reputation
Authors: Papa, Elena 
Daskou, Sofia 
Major Field of Science: Social Sciences
Field Category: Other Humanities
Keywords: CSR;Startups;Branding;Reputation Management;Ethics
Issue Date: 24-May-2023
Source: 15th International Conference Economies of the Balkan and Eastern European Countries ΕΒΕΕC2023, Chios Greece
Start page: 127
Link: http://ebeec.ihu.gr/documents/oldConferences/EBEEC2023_abstracts.pdf
Conference: International Conference Economies of the Balkan and Eastern European Countries 
Abstract: This paper examines the application of Corporate Social Responsibility (CSR) in building brand reputation and competitive advantage of Cypriot SME startups. It seeks to explore the drivers, importance, and best practice applications of CSR activities by startups. It further analyzes customers' impressions of startup sustainability and CSR practices and the firm's reputation. The study adopted an interpretive study design (thematic analysis), focused on a sample of CSR specialists, advertisers, and startup owners, and revealed a reflection of the theoretical dimension of CSR in the study results. Specifically, the social intensity of CSR implementation and the adoption of practices that focus on human resources, the environment, and society at large, were captured in the data. Basic CRS principles, such as the need for the development and implementation of environmental awareness programs, volunteering, and labor, were commonly agreed by the participants as relevant emerging themes of the study. The results pointed out the importance of company ethics in shaping a healthy employee work environment and highlighted the critical role of the firm's purpose in building the brand. The emphasis on building relationships with society as a whole and specifically with the community in which the company operates seems to be the key to appropriate implementation of CSR regarding brand reputation. The reciprocal relationship created between customers who feel that the company does not solely focus on profit, but center in its connection with the community, is the basis for a profitable course. Voluntary actions organized by the firm to support the community, act as a means of building brand reputation.
URI: https://hdl.handle.net/20.500.14279/31289
Rights: Attribution 4.0 International
Type: Conference Papers
Affiliation : Cyprus University of Technology 
Neapolis University Pafos 
Appears in Collections:Δημοσιεύσεις σε συνέδρια /Conference papers or poster or presentation

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