Donations & Contributions

Employee Volunteerism

Community-based programs

Relationships with civic, professional andnonprofit organizations

Establish and maintain a beneficial

relationship with the communities in which they operate

1 shop

LOL

892 shops

$151 billion revenue

Research & Belief:

“Consumers are influenced by a company’scommunity reputation.”

CR encompass how a company in

the community

Improved corporate reputation

Improved employee morale and loyalty

Ability to preserve/enhance the company’slicense to operate

Source: Barbara W. Altman, Boston College

1. Build relationships

2. Develop procedures to anticipate & respond

3. Focus on the community’s concerns

= Persuading people to engage in sociallyresponsible behaviour, which may rebound tothe benefit of the compan.y

Permeable boundaries

Interactions with diverse others

Flatter, more complex hierarchies

Individuals switch linkages between multiple networks

“Students were more likely to report similarities on brand personality when theyknew there was a sponsorship link”Source: Kevin P. Gwinner & John Eaton, Journal of Advertising

“When event and brand are matched (functionalor in image), transfer process is enhanced”Source: Kevin P. Gwinner & John Eaton, Journal of Advertising

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