Keywords
corporate image
Reputation
Social Action
Community Relations
How to Cite
Abstract
This article is the result of a study to the city of Cartagena chain stores to measure the impact of programs of contributions and donations on the corporate image and reputation. First is a follow-up of the recent theoretical discussion around the concepts of CSR, contributions and donations, corporate image and reputation. Then applies a quantitative method and four scenarios are formulated to measure the incidence of variables social action, and relationships with the community about the corporate image and reputation. The theoretical discussion found that CSR should be understood as a philosophy of business management committed to the improvement of the living conditions of society in general. Additionally, hypothesis tests confirmed the conceptual differences between the corporate image and reputation for being a direct and positive relationship between the variables in social action and relations with the community about the corporate image and no direct relationship between the variables of social action and reputation. This shows that the contributions and donations programs can contribute to improve the corporate image, while reputation requires a more comprehensive effort and actions over time.References
Ahearne, M., Bhattacharya, C. B., & Gruen, T. (2005). Antecedents and consequences of customer-company identification: expanding the role of relationship marketing. Journal of applied psychology, 90(3), 574.
Alsop, Ronald J. (2006), «Business Ethics Education in Business Schools: A Commentary», en Journal of Management Education, vol. 30, n. º 1, pp. 11–14.
Antelo-González, Y. Y., & Alfonso-Robaina, D. (2015). Análisis de la Responsabilidad Social Empresarial basado en un modelo de Lógica Difusa Compensatoria. Ingeniería Industrial, 36(1), 58-69.
Avendaño, W. R. (2013). Responsabilidad social (RS) y responsabilidad social corporativa (RSC): una nueva perspectiva para las empresas. Revista lasallista de investigación, 10(1), 152-63.
Banco Interamericano de Desarrollo (BID) y Fondo Multilateral de Inversiones (FOMIN). (2009). Guía de aprendizaje sobre la implementación de responsabilidad social empresarial en pequeñas y medianas empresas. Washington, DC: Banco Interamericano de Desarrollo.
Cornelissen, J.P. (2004). Corporate Communications: Theory and Practice. GBR: Sage Publications, London, pp. 14-15.
Correa, M. E. (2004). Responsabilidad social empresarial: una nueva forma de hacer negocios. Revista Futuros, 6(2).
Dündar, F. N. (2015). Influence of corporate social responsibility on corporate image and reputation. Proceedings of the multidisciplinary academic conference, 193-200.
Ethos, I. (2007). Indicadores Ethos de responsabilidad social empresarial. Recuperado de http://www1.ethos.org.br/EthosWeb/arquivo/0-A-bbe2011_Indic_ETHOS_ESP.pdf
Feldman, P. M., & Reficco, E. (2015). Impacto de la responsabilidad social empresarial en el comportamiento de compra y disposición a pagar de consumidores bogotanos. Estudios Gerenciales, 31(137), 373-382.
ISO (2010). ISO 26000:2010 — Guidance on social responsibility. Disponible en: http://www.iso.org/iso/catalogue detail? csnumber=42546.
Limón, M. (2008). Imagen corporativa. Estrategia organizacional de comunicación Global. México. Editorial Trillas.
Machado, F., & Gil, M. (2010). Donación empresarial: de la filantropía a la inversión social. Santiago: Centro de Estudios de emprendimientos solidarios (CEES-UC). Recuperado de http://www. Fundacionpobreza. Cl/biblioteca-archivos/donacion_empresarial. pdf.
Mendoza, F. D., Salas, S. E., & López, J. D. (2015). Responsabilidad social en Universidades Públicas Autónomas: Esencia académica con visión transformadora. Clío América. 9 (18), 135 – 142
Murillo, M., G. (2014). Relación entre las estrategias de responsabilidad social empresarial aplicadas por la IPS calidad humana y su imagen y reputación. Recuperado de http://repository.unimilitar.edu.co/bitstream/10654/12515/1/ARTICULO%20%20FINAL%20UNI%20MILITAR.pdf?
Neville, B.A. & Bell, S.J. (2005). Corporate reputation, stakeholders and the social performance-financial performance relationship. European Journal of Marketing: 39(9/10), 1184-1195.
Ogliastri, E. & Reficco, E. (2009). Empresa y sociedad en América Latina: una introducción. Academia Revista Latinoamericana de Administración, 43, 1–25.
Ruiz, B., Gutiérrez, S., & Esteban, Á. (2012). Desarrollo de un concepto de reputación corporativa adaptado a las necesidades de la gestión empresarial. Strategy & Management Business Review, 3(1), 9-31.
Smaiziene, I. & Jucevicius, R., (2009); Corporate reputation: Multidisciplinary Richness and Search for relevant Definition. Inzinerine Ekonomika-Engineering Economic, 2, 91-100.
This journal provides an open access to its content, based on the principle of offering the public free access to research, helping to increase global knowledge exchange. Likewise, the printed version is freely accessible and has no associated costs per publication.