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This open access book is about public open spaces, about people,
and about the relationship between them and the role of technology
in this relationship. It is about different approaches, methods,
empirical studies, and concerns about a phenomenon that is
increasingly being in the centre of sciences and strategies - the
penetration of digital technologies in the urban space. As the main
outcome of the CyberParks Project, this book aims at fostering the
understanding about the current and future interactions of the
nexus people, public spaces and technology. It addresses a wide
range of challenges and multidisciplinary perspectives on emerging
phenomena related to the penetration of technology in people's
lifestyles - affecting therefore the whole society, and with this,
the production and use of public spaces. Cyberparks coined the term
cyberpark to describe the mediated public space, that emerging type
of urban spaces where nature and cybertechnologies blend together
to generate hybrid experiences and enhance quality of life.
This book examines the relationship between the perceived corporate
ethical behaviour and Brand Trust in the innovative online
environment. Hitherto there has been extremely limited literature
about this issue and Delgado's Brand Trust model is associated for
the first time with the characteristics of an ethical company. The
existing bibliography is sketched, touching upon the interaction of
CSR and Brand Trust in the novel communicative context of the
Internet. Mixed methodology, by means of small-scale survey and
in-depth interviews, was used in order to integrate the
quantitative and the qualitative results for an overall
interpretation of the research issues. Internet is found to be the
most appropriate medium for communicating CSR to contemporary, more
ethically oriented consumers that expect from companies to manifest
social responsibility and concern. Through the use of SPSS, data
analysis supports the initial presupposition that Brand Trust and
perceived ethical behaviour correlate strongly.
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