چکیده:
ﺑﺎ ﺗﺸﺪﯾﺪ رﻗﺎﺑﺖ در ﺗﺠﺎرت و ﺗﻐﯿﯿﺮات ﺳﺮﯾﻊ ﻓﻨﺎوراﻧﻪ و ﻧﯿﺰ اﻓﺰاﯾﺶ ﻗﺪرت و ﺣﻖ اﻧﺘﺨﺎب ﻣﺸﺘﺮﯾﺎن ، ﻣﻮﻓﻘﯿﺖ از آن ﺷﺮﮐﺖﻫﺎﯾﯽ ﺧﻮاﻫﺪ ﺑﻮد ﮐﻪ ﻗﺎدر ﺑﺎﺷﻨﺪ ﺑﻪ ﻧﺤﻮ ﺷﺎﯾﺴﺘﻪ ﺗﺮی اﻧﺘﻈﺎرات وارزش ﻫﺎی ﻣﻮرد ﻧﻈﺮﻣﺸﺘﺮﯾﺎن را درک و ﺷﻨﺎﺳﺎﯾﯽ ﮐﺮده و ﺑﻪ ﻧﺤﻮ ﻣﻄﻠﻮب ﺑﻪ آنﻫﺎ ﭘﺎﺳﺦ دﻫﻨﺪ. ﯾﮑﯽ از اﯾﻦ ارزش ﺗﺮﯾﻦ داراﯾﯽﻫﺎی ﻫﺮ ﺷﺮﮐﺖ، ارزش وﯾﮋه ﺑﺮﻧﺪ اﺳﺖ. ﺷﺮﮐﺖﻫﺎﯾﯽ ﮐﻪ از ﻧﻈﺮارزش وﯾﮋه ﺑﺮﻧﺪ ﺟﺎﯾﮕﺎه ﺑﺎﻻﯾﯽ در ذﻫﻦ ﻣﺼﺮف ﮐﻨﻨﺪﮔﺎن دارﻧﺪ، ﺑﻪ راﺣﺘﯽ ﻣﯽﺗﻮاﻧﻨﺪ درﻣﯿﺎن دﯾﮕﺮ ﺷﺮﮐﺘﻬﺎ درﺻﻨﻌﺖ ﻣﺮﺑﻮط ﺑﻪ ﺧﻮدﺷﺎن، ﺳﻮدآورﺗﺮﺗﻠﻘﯽ ﮔﺮدﻧﺪ. ارزش وﯾﮋه ﺑﺮﻧﺪ ﻫﺮ ﺳﺎزﻣﺎن ﺑﺎزﺗﺎﺑﯽ از رﻋﺎﯾﺖ ﻣﺴﺌﻮﻟﯿﺖ اﺟﺘﻤﺎﻋﯽ ﺗﻮﺳﻂ آن ﻫﺎﺳﺖ. در اﯾﻦ ﭘﮋوﻫﺶ، ﺑﻪ ﺑﺮرﺳﯽ راﺑﻄﻪ ﺑﯿﻦ اﻓﺸﺎی ﻣﺴﺌﻮﻟﯿﺖ اﺟﺘﻤﺎﻋﯽ و ﺳﻬﻢ ﺑﺎزار در ﺑﻮرس اوراق ﺑﻬﺎدار ﺗﻬﺮان ﭘﺮداﺧﺘﻪ ﺷﺪه اﺳﺖ. ﻧﺘﺎﯾﺞ اﯾﻦ ﭘﮋوﻫﺶ ﻧﺸﺎن ﻣﯽدﻫﺪ ﺑﯿﻦ اﻓﺸﺎی ﻣﺴﺌﻮﻟﯿﺖ اﺟﺘﻤﺎﻋﯽ ﺷﺮﮐﺖ و ﺳﻬﻢ ﺑﺎزار راﺑﻄﻪ ﻣﻌﻨﺎداری وﺟﻮد ﻧﺪارد.
By intensifying competition in business and rapid technological change, as well as increasing the power and choice of customers, success will be those companies that will be able to better understand and identify the expectations and values of customers and respond to them in a desirable way. One of the most valuable assets of any company is the brand equity. . Companies that have a high position in the minds of consumers in terms of brand equity can easily be considered more profitable among other companies in their own industry. The brand equity of any organization is a reflection of their commitment to social responsibility. In this study, the relationship between social responsibility disclosure and market share in the Tehran Stock Exchange has been investigated. The results of this study show that there is no significant relationship between disclosure of corporate social responsibility and market share.