IMPACT OF CHARITY WORK ON THE AIRLINE'S IMAGE AND REPUTATION

Abstract

This article is devoted to the study of the influence of charitable activities on the image and reputation of the organization on the example of Aeroflot. In the context of current trends in corporate social responsibility, charitable activities are becoming an important component in the formation of positive public opinion and strengthening confidence in the brand. The relevance of this study is due to the increasing role of social responsibility of companies in conditions of high competition. To achieve the goal of the study, it is necessary to solve a number of tasks, namely: to analyze the main parameters for assessing the effectiveness of charitable activities, to form the image and reputation of Aeroflot Airlines, to conduct a comparative analysis of the effectiveness of charitable activities, to identify the main advantages and problem areas.