ESG Practices from Prosperous Conglomerates to SMEs: Implications for Brand Image, Pricing and User Engagement

Song Seohyeun (2024) ESG Practices from Prosperous Conglomerates to SMEs: Implications for Brand Image, Pricing and User Engagement. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

The research will explore the effectiveness of Environmental, social, and governance(ESG) practices on brand image, pricing, and user engagement in Corporates to apply such strategies to SMEs. Throughout the literature review, the researcher is expecting to see the impact of ESG engagement on brand perception and financial performance in the context of prosperous Conglomerates. More specifically will examine what are some effective ESG strategies that have been implemented by successful companies in South Korea and Hungary, how have they impacted their brand image and profitability, how do opinions of consumers on ESG policies affect their purchasing behaviors and brand loyalty. In the second part of the review, the researcher will reveal more on the potential challenges and limitations of ESG implementation, as well as the implications of government regulations, expectations and standards related to ESG. These factors will demonstrate how some of the strategies are inapplicable in certain governments and societies; reveal the drawbacks of implication. In the final section of the discussion, the researcher will inspect further on how small and medium-sized businesses (SMEs) and newly developing Start-ups can approach huge corporate marketing tactics by upholding social commitments and being attentive to socially susceptible issues. This study will give an insight to the future enterprises expecting to take part in social affairs for long-term profit.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	branding, corporate governance, corporate social responsibility, environment, social responsibility
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Júl. 15. 10:06
Utolsó módosítás:	2024. Júl. 15. 10:06

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