Services on Demand
Journal
Article
Indicators
- Cited by SciELO
- Access statistics
Related links
- Cited by Google
- Similars in SciELO
- Similars in Google
Share
Revista de Investigación, Desarrollo e Innovación
Print version ISSN 2027-8306On-line version ISSN 2389-9417
Abstract
RIO-CORTINA, Jorge Luis Del; CARDONA-ARBELAEZ, Diego and GUACARI-VILLALBA, Abel. Corporate social responsibility and branding: a new view to the management strategies. Revista Investig. Desarro. Innov. [online]. 2017, vol.8, n.1, pp.49-60. ISSN 2027-8306. https://doi.org/10.19053/20278306.v8.n1.2017.7370.
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.
Keywords : corporate social responsibility; brand; branding; management strategies.