Responsabilidade social corporativa gerando valor para a marca: mito ou realidade?

Abstract

The present study has the purpose of reaching a higher understanding over the subject corporative social responsibility and its practice in companies’ strategic context. In this environment the characteristics of corporative social responsibility were analyzed and its involvement with brand mark value, company image and financial performance. Three goals were defined for this study: (a) to identify how corporative social responsibility brings value and contributes to company’s image; (b) to identify the results obtained by the companies in the accomplishment of corporative social responsibility activities and what benefits they produce to the society; and (c) to identify the perceptions of the consumers regarding social responsibility and the consumption of socially responsible products. These questions were answered based on a review of existing literature and a quantitative research with customers from Porto Alegre, upon which analysis were conducted, correlating the research variables, offering theoretical