Company’s Reputation as an Intangible Asset and the Risks to It from Perceiving Socially Responsible Practices as “Hypocritical”

Zhana Genova
(University of Economics-Varna, Varna, Bulgaria)

Abstract: As in previous years, people are always upset and will always be interested in environmental issues, global warming, famine, poverty, child labour and more. And business organizations use this interest and engage their users through donation or charity campaigns, sponsorships, or projects to support a particular cause or community in need. But there are cases when publishing the information of social responsible incorrectly creates scepticism in people, and the company loses reputation and trust among the public and stakeholders as a whole. This study will show that building a positive corporate image is a long process, requires strategic thinking and consistency, and social responsibility can influence a company image.

Key words: corporation; (SR) social responsibility; business; customers; (CSR) corporate social responsibility; reputation; socially responsible practices

JEL: M14