Vliv vnímané autentičnosti značky na vnímanou autentičnost CSR aktivit

The aim of this thesis is to explore the relationship between perceived brand authenticity and perceived corporate social responsibility (CSR) authenticity, with the mediation of corporate reputation. Based on a literature review, a conceptual model was developed to capture the expected relationships between these constructs, which were then tested through quantitative research using a structured online survey. The mediation analysis revealed that perceived brand authenticity significantly influences perceived CSR authenticity both directly and indirectly through the mediation of corporate reputation. The research provides new insights into the role of brand authenticity in shaping the perception of CSR activities and confirms the role of corporate reputation as an important mediator of this relationship. The findings expand the current understanding of the interconnections between brand authenticity and CSR authenticity in the literature, offering valuable implications for management in the areas of branding and CSR strategies.