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Publicação
Positive effects of strategic corporate social responsibility
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Orientador(es)
Resumo(s)
In recent years scholars have been developing various theoretical models to measure the effects of corporate social responsibility activities on customer perceptions and on customer-company identification. While significant advances have been made in demonstrating the positive effects of CSR initiatives, little research has been focused on how a structured approach to CSR affects these variables. This study aims to demonstrate the major positive effects of a strategic approach to CSR in comparison to a philanthropic approach, and to provide managers with useful advices for the creation of shared value for the society.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Palavras-chave
CSR Strategy Customer company identification Brand trust