Resumo

ALARCON GALEANO, Karen Cecilia. SOCIAL RESPONSIBILITY AND CORPORATE REPUTATION ON THE PERFORMANCE OF THE BRAND. Dimens.empres. [online]. 2017, vol.15, n.2, pp.73-85. ISSN 1692-8563.  https://doi.org/10.15665/rde.v15i2.912.

According to the value that today companies attribute to corporate reputation and social responsibility as part of competitive advantages and their impact on brand positioning, this article seeks to reflect the use of this strategy and its impact on consumer behavior. The document presents theoretical reflections that are subsequently evaluated considering the analysis of the business model of Coca Cola FEMSA, a company with recognition of Corporate Social Responsibility, thus identifying the actions that it carries out in the Colombian economy. The strategic study of the company succeeds in explaining how adapting to the environment can contribute to the creation of advantageous scenarios where the construction of an image favorable through corporate responsibility, contributes to the positioning, guarantees the Corporate success.

Palavras-chave : Corporate reputation; social responsibility; brand value; corporate image.

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