USING CORPORATE SOCIAL RESPONSIBILITY IN ORGANIZATIONS AS AN ETHICAL MARKETING APPROACH AND ITS IMPLICATIONS ON CONSUMER PERCEPTIONS: AN APLICATION IN THE GSM SECTOR
KURUMSAL SOSYAL SORUMLULUK PROJELERİNİN ETİK PAZARLAMA YAKLAŞIMI OLARAK KULLANILMASI VE TÜKETİCİ ALGILARI ÜZERİNDEKİ ETKİSİ: GSM SEKTÖRÜNDE BİR UYGULAMA

Author : Gamze YAKAR -- Murat ÖZ
Number of pages : 479-492

Abstract

As consumers consider companies’ interactions in between environment and community besides the product’s functionalities, price and quality; and their effectiveness on not only ethical standarts but also social benefits, corporate social responsibilities and ethical marketing have become a necessity for companies. The purpose of this study is to investigate consumers’ belief on companies which they have ethical sensitivity and involve in corporate social responsibility notion and marketing ethics. For that purpose, the concepts of corporate social responsibility and marketing ethic are being analysed in detail. A questionnaire was conducted in the related GSM sector and the obtained data were interpreted with the aid of various statistical analyzes. According to the results of the research, it is seen that the applications of enterprise social responsibility and ethical reputation are important in GSM operator selection of GSM operator users.

Keywords

Corporate Social Responsibility, Marketing Ethic, Consumer Perceptions, GSM Sector

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