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Abstract(s)
Neste artigo é investigado o papel da Responsabilidade Social Corporativa (RSC) na construção da imagem de marca, utilizando a Disney como caso de estudo. Foi adotada uma abordagem mista, combinando métodos qualitativos e quantitativos. No método qualitativo, foram analisados e comparados dois relatórios corporativos da The Walt Disney Company, datados de 2008 e 2022. No método quantitativo, foi aplicado um questionário a membros das Gerações X e Y (N=172). A análise comparativa dos relatórios revelou mudanças significativas na abordagem da Disney à RSC, com destaque para a priorização da diversidade, equidade e inclusão (DEI), demonstrando também a fidelidade da empresa aos seus valores. Quanto aos resultados do inquérito por questionário, não foram identificadas diferenças estatisticamente significativas nas perspetivas das gerações. No entanto, confirmou-se a existência de uma relação positiva entre RSC e imagem de marca. Conclui-se que o investimento em RSC é crucial para construir e manter uma imagem de marca sólida, destacando a crescente importância da RSC como uma ferramenta estratégica para as empresas.
ABSTRACT: This article investigates the role of Corporate Social Responsibility (CSR) in building brand image, usingDisney as a case study. A mixed-method approach was adopted, combining qualitative and quantitativemethods. In the qualitative method, two corporate reports from The Walt Disney Company, dated 2008 and2022, were analyzed and compared. In the quantitative method, a questionnaire was administered to membersof Generations X and Y (N=172). The comparative analysis of the reports revealed significant changes inDisney’s approach to CSR, particularly emphasizing diversity, equity, and inclusion (DEI), also demonstratingthe company’s commitment to its values. Regarding the questionnaire survey results, no statistically significantdifferences were identified in the perspectives of the generations. However, a positive relationship between CSRand brand image was confirmed. It is concluded that investing in CSR is crucial for building and maintaininga strong brand image, highlighting the growing importance of CSR as a strategic tool for companies.
ABSTRACT: This article investigates the role of Corporate Social Responsibility (CSR) in building brand image, usingDisney as a case study. A mixed-method approach was adopted, combining qualitative and quantitativemethods. In the qualitative method, two corporate reports from The Walt Disney Company, dated 2008 and2022, were analyzed and compared. In the quantitative method, a questionnaire was administered to membersof Generations X and Y (N=172). The comparative analysis of the reports revealed significant changes inDisney’s approach to CSR, particularly emphasizing diversity, equity, and inclusion (DEI), also demonstratingthe company’s commitment to its values. Regarding the questionnaire survey results, no statistically significantdifferences were identified in the perspectives of the generations. However, a positive relationship between CSRand brand image was confirmed. It is concluded that investing in CSR is crucial for building and maintaininga strong brand image, highlighting the growing importance of CSR as a strategic tool for companies.
Description
Keywords
RSC-Responsabilidade Social Corporativa Sustentabilidade Tendências Valores Impacto CSR-Corporate Social Responsibility Sustainability Trends Values Impact
Citation
Cordeiro, R., & Miranda, S. (2024). O efeito da Responsabilidade Social Corporativa (RSC) na construção da imagem de marca: O caso Disney. Texto Livre, 17, e52551. https://doi.org/10.1590/1983-3652.2024.52551
Publisher
Faculdade de Letras da Universidade Federal de Minas Gerais