Corporate social responsibility as a tool for image building: a case study of the Żabka Group

Abstract

The aim of this article is to assess the role of corporate social responsibility (CSR) activities in shaping the corporate image of the Żabka Group – the largest convenience store chain in Poland operating under a franchise model. The study is based on an analysis of the company’s non-financial reports and strategic documents, as well as the results of a quantitative survey conducted among two key stakeholder groups: customers and network employees. The findings indicate that CSR initiatives, particularly environmental actions, have a significant positive impact on customers’ perceptions of the brand. At the same time, internal respondents more frequently point to insufficient communication of CSR activities and a limited sense of real influence over their implementation, which is associated with the specific characteristics of the franchise model. The conclusions highlight the need to strengthen internal dialogue, increase franchisee engagement, and further develop and systematize CSR initiatives. The originality of

the study lies in incorporating the perspectives of both external and internal stakeholders in the analysis of CSR within a franchise network, allowing the identification of a gap between central CSR declarations and local-level practice. The practical implications include recommendations for designing and communicating CSR activities in franchise structures in a way that enhances their coherence, effectiveness and credibility in the eyes of stakeholders.