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To understand Irish millennials perception on corporate social responsibility in relation to a company’s image

Mukhuna, Phillip Precious (2019) To understand Irish millennials perception on corporate social responsibility in relation to a company’s image. Masters thesis, Dublin, National College of Ireland.

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Purpose - As corporate social responsibility issues continue to take centre stage in modern business and as companies continue to incorporate CSR programmes in their strategies, this paper investigates the link between CSR and corporate image. This is explored by focusing on the perceptions of Irish millennials who literature has described as an influential generation but yet literature offers little on their expectations on issues concerning CSR and corporate reputation.

Design/ methodology/ approach – A qualitative study was conducted were ten interviews with Irish millennials was undertaken in order to gain more insights on CSR and corporate reputation issues. Data was analysed using thematic analysis which enabled the discovery of themes and sub themes.

Findings – Irish millennials interviewed agreed of the important role that CSR plays in a company’s image. However participants also agreed that other factors plays a part when determining a corporate reputation. Themes like philanthropic aspect and CSR benefits were discovered amongst some others. Process was suggested to be a key element in company reputation besides people, planet and profit as suggested in literature.

Originality/value - This paper adds to the body of knowledge by providing an insight into CSR and corporate reputation issues from an Irish millennial perspective as most studies concerning millennials are based on American millennials.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Business Ethics
H Social Sciences > HD Industries. Land use. Labor > Large Industry. Corporations. > Corporate Governance
Divisions: School of Business > Master of Science in Management
Depositing User: Caoimhe Ní Mhaicín
Date Deposited: 23 Oct 2019 10:18
Last Modified: 23 Oct 2019 10:18

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