文章基本信息

标题：La responsabilidad social empresarial en la imagen de marca afectiva y reputación
本地全文：下载
作者：Osiris María Echeverría-Ríos ; Demian Abrego-Almazán ; José Melchor Medina 等
期刊名称：Revista Innovar Journal Revista de Ciencias Administrativas y Sociales
印刷版ISSN：2248-6968
出版年度：2018
卷号：28
期号：69
页码：133-148
DOI：10.15446/innovar.v28n69.71703
语种：Spanish
出版社：Universidad Nacional de Colombia - Sede Bogotá
摘要：Corporate Social Responsibility (CSR) has become one of the most significant aspects for consumers, since they are concerned about the type of company behind the product or service they acquire. The purpose of this research is to determine the influence of CSR on affective brand image and brand reputation in self-service sector companies. For this reason, an empirical study was developed in the central area of the state of Tamaulipas (Mexico) with 316 consumers. Data analysis was completed through Partial Least Squares statistical technique. The results indicate that csr directly and significantly affects brand image and reputation in the legal dimension. However, as observed, the economic dimension does not show a significant inference.
关键词：imagem de marca afetiva;reputação;responsabili¬dade social empresarial;imagen marca afectiva;reputación;responsabilidad social empresarial|
其他关键词：Affective brand image;brand reputation;Corporate Social Responsibility