Kreowanie marki polskich fundacji korporacyjnych w świetle badań własnych
Creation of Polish corporate foundations brand in the light of own research

Summary/Abstract: The main aim of this article is to show how Polish corporate foundations build their image. The basis for identification of image-building corporate foundations in Poland were the results of the author’s research. The secondary data were: reports on the activities of NGOs in Poland and web pages (the analysis was conducted based on 125 web pages of corporate foundations and their founders). The article presents a model of the relationship between the creation of the company’s image by using the image of a corporate foundation and creating the image of a corporate foundation with the use of the company’s image. Not all funders and corporate foundations have their own websites, and due to this it was difficult to access the data. The survey results indicate what group of corporate foundations is considered by its founders as a marketing tool enhancing the image of the founder. The article is intended for researchers in the field of CSR, expanding knowledge of corporate foundations, as well as practitioners, pointing to possible actions related to corporate foundations.

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