Responsabilidad social de las empresas y fundaciones empresariales en la construcción de marcas responsables

  1. Abel Monfort 1
  2. Nuria Villagra 2
  1. 1 ESIC, Business & Marketing School
  2. 2 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Revista:
El profesional de la información

ISSN: 1386-6710 1699-2407

Año de publicación: 2016

Volumen: 25

Número: 5

Páginas: 767-777

Tipo: Artículo

DOI: 10.3145/EPI.2016.SEP.07 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: El profesional de la información

Resumen

Se analiza la gestión de marca corporativa en las empresas que hacen cumplir una política de responsabilidad social corporativa (RSC), al tiempo que también opera una fundación corporativa que comparte el mismo nombre de la empresa y la marca. El estudio tuvo como objetivo (1) definir y analizar la presencia de la fundación corporativa y evaluar la alineación entre la marca y la fundación en el contexto de la identidad de marca corporativa; y (2) investigar las perspectivas de los gestores de marca sobre cómo las fundaciones empresariales promueven las dimensiones sociales de la marca y de la identidad y la cultura corporativa de una empresa. Se investigó la identidad corporativa de 18 empresas multinacionales y sus bases correspondientes, y se entrevistó a 8 destacados gestores de marca.

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