Wpływ społecznej odpowiedzialności biznesu na lojalność konsumentów wobec marki
The Impact of Corporate Social Responsibility on Brand Loyalty of Consumers

Summary/Abstract: Corporate Social Responsibility is based on voluntary business practice taking into account the environmental and social issues, while also forming partnerships, responsible relationships with all stakeholders of company, i.e. customers, investors, employees, suppliers, the media, pub-lic administration and the local community. This responsible approach to the wider environment – becomes a standard, imposed enterprises, which changes the functioning of companies.Despite some backlog compared to the more developed economies of Western European countries, among others, in society's attitude towards environmental issues and engage the busi-ness sector in the social sphere, this concept is applied in enterprises operating in Poland and relatively well evaluated by potentially interested in its implementation – the consumers. CSR is noticed among others and in advertising and activities at points of sale. In this area, however, there is a deficiency, as respondents in their answers stressed that “do not see” practices of CSR in the market activities of enterprises. Unfortunately, they are not take into account the company's activi-ties in the field of CSR when shopping also. This means that on the one hand, Polish consumers are convinced of the benefits that may give an undertaking after implement CSR, on the other hand – do not choose products (services) socially responsible companies.The aim of this article is to present the perception of Corporate Social Responsibility by Polish consumers and its impact on brand loyalty.

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