Corporate social responsibility and branding: a new view to the management strategies
Corporate Social Responsibility, CSR, has been studied mainly from a financial performance perspective; hence there is little development around the relationship between CSR and the process of brand building, called Branding. Branding is important as a strategy to generate positive effects in compan...
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| Format: | Online |
| Language: | spa |
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Universidad Pedagógica y Tecnológica de Colombia
2017
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| Online Access: | https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/7370 |
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| _version_ | 1801705994978328576 |
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| author | Del Río-Cortina, Jorge Luis Cardona -Arbeláez, Diego Guacarí-Villalba, Abel |
| author_facet | Del Río-Cortina, Jorge Luis Cardona -Arbeláez, Diego Guacarí-Villalba, Abel |
| author_sort | Del Río-Cortina, Jorge Luis |
| collection | OJS |
| description | Corporate Social Responsibility, CSR, has been studied mainly from a financial performance perspective; hence there is little development around the relationship between CSR and the process of brand building, called Branding. Branding is important as a strategy to generate positive effects in companies. This article makes an approximation to this discussion, providing elements that allow us to understand how from Corporate Social Responsibility can be managed the brand of the companies, so that strategies are generated which positively impact the organization at all levels. The findings suggest that an adequate management of CSR, combined with the correct management of the brand can have an impact on the growth and profitability of companies. |
| format | Online |
| id | oai:oai.revistas.uptc.edu.co:article-7370 |
| institution | Revista de Investigación, Desarrollo e Innovación (RIDI) |
| language | spa |
| publishDate | 2017 |
| publisher | Universidad Pedagógica y Tecnológica de Colombia |
| record_format | ojs |
| spelling | oai:oai.revistas.uptc.edu.co:article-73702022-06-15T15:39:24Z Corporate social responsibility and branding: a new view to the management strategies Responsabilidad social empresarial y construcción de la marca: una nueva mirada a las estrategias de gestión Del Río-Cortina, Jorge Luis Cardona -Arbeláez, Diego Guacarí-Villalba, Abel corporate social responsibility brand branding management strategies. responsabilidad social empresarial marca construcción de la marca estrategias de gestión. Corporate Social Responsibility, CSR, has been studied mainly from a financial performance perspective; hence there is little development around the relationship between CSR and the process of brand building, called Branding. Branding is important as a strategy to generate positive effects in companies. This article makes an approximation to this discussion, providing elements that allow us to understand how from Corporate Social Responsibility can be managed the brand of the companies, so that strategies are generated which positively impact the organization at all levels. The findings suggest that an adequate management of CSR, combined with the correct management of the brand can have an impact on the growth and profitability of companies. La Responsabilidad Social Empresarial, RSE, se ha estudiado principalmente desde una perspectiva de desempeño financiero; de aquí que haya poco desarrollo entorno a la relación que existe entre la RSE y el proceso de construcción de marca, denominado Branding. El branding es importante como estrategia para generar efectos positivos en las empresas. Este artículo realiza una aproximación a esta discusión, aportando elementos que permiten entender cómo desde La responsabilidad social empresarial se puede gestionar la marca de las empresas, de modo que se generen estrategias que impacten positivamente la organización a todo nivel. Los hallazgos denotan que una adecuada gestión de la RSE, combinada con la gestión correcta de la marca puede tener incidencia en el crecimiento y en la rentabilidad de las empresas. Universidad Pedagógica y Tecnológica de Colombia 2017-12-06 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf application/xml https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/7370 10.19053/20278306.v8.n1.2017.7370 Revista de Investigación, Desarrollo e Innovación; Vol. 8 No. 1 (2017): Julio-Diciembre; 49-60 Revista de Investigación, Desarrollo e Innovación; Vol. 8 Núm. 1 (2017): Julio-Diciembre; 49-60 2389-9417 2027-8306 spa https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/7370/5829 https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/7370/9537 Derechos de autor 2017 REVISTA DE INVESTIGACIÓN, DESARROLLO E INNOVACIÓN |
| spellingShingle | corporate social responsibility brand branding management strategies. responsabilidad social empresarial marca construcción de la marca estrategias de gestión. Del Río-Cortina, Jorge Luis Cardona -Arbeláez, Diego Guacarí-Villalba, Abel Corporate social responsibility and branding: a new view to the management strategies |
| title | Corporate social responsibility and branding: a new view to the management strategies |
| title_alt | Responsabilidad social empresarial y construcción de la marca: una nueva mirada a las estrategias de gestión |
| title_full | Corporate social responsibility and branding: a new view to the management strategies |
| title_fullStr | Corporate social responsibility and branding: a new view to the management strategies |
| title_full_unstemmed | Corporate social responsibility and branding: a new view to the management strategies |
| title_short | Corporate social responsibility and branding: a new view to the management strategies |
| title_sort | corporate social responsibility and branding a new view to the management strategies |
| topic | corporate social responsibility brand branding management strategies. responsabilidad social empresarial marca construcción de la marca estrategias de gestión. |
| topic_facet | corporate social responsibility brand branding management strategies. responsabilidad social empresarial marca construcción de la marca estrategias de gestión. |
| url | https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/7370 |
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