Využití firemní filantropie pro posilování hodnoty značky

The aim of the thesis is to find out how activities in the field of corporate philanthropy contribute (or do not contribute) to strengthening the perceived brand value by customers. The task of the work is also to examine whether there are differences in the perception of FA brands of men and women, and whether selected brands (Zara, Mango, H&M) can be described as „philanthropic“. For these purposes, a model of philanthropic brand is created on the basis of a literature search. The concept of philanthropy is often understood in the literature as the highest level of CSR firm The practical part contains a description and comparison of socially responsible and philanthropic activities of selected brands. It was found that the main area of philanthropy Zara, Mango, H&M is mainly donation – financial support for social, educational, health, research projects The results of a questionnaire survey show that respondents (Czech consumers) quite often buy selected brands (especially Zara and H&M), but they perceive their value only on average (neither very well nor badly). For respondents, brand responsibilities and their FAs are only moderately important. Relatively more important are the environmental aspects of the brand's behavior and the financial support of charities. Knowledge of ecologically beneficial activities of selected brands is also the highest, while knowledge of other FAs is almost zero. FAs can have very little influence on respondents' purchasing intentions and brand perceptions. The main obstacle to why FAs cannot currently contribute to a significant increase in brand value is that customers do not believe in the altruistic motivation of brand philanthropy. Knowledge of FA is also very low, which may be the cause of the low influence of FA on the perception of brand value. The use of research results is limited by the fact that it does not apply to the entire population and its results cannot be generalized.