Story, JoanaBoccardelli, PaoloBeccu, Gabriele2013-05-142013-05-142012-06http://hdl.handle.net/10362/9591A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsIn 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.engCSRStrategyCustomer company identificationBrand trustmaster thesis