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Advisor(s)
Abstract(s)
Hoje em dia, a Responsabilidade Social Corporativa acaba por estar presente e assumida como parte central das identidades das empresas, tendo um lugar de destaque na missão e nas atividades que são praticadas pelas empresas. O conceito de Responsabilidade Social Corporativa demonstra a necessidade de as empresas desempenharem, além da sua principal função, funções importantes a nível das sociedades em que estão inseridas, tendo como objetivo, aumentar a sua contribuição para a criação de um mundo mais justo em termos económicos, em termos sociais e igualmente em termos ambientais. Neste estudo, propõe-se aprofundar conhecimentos nesta área, através da análise do efeito das iniciativas de Responsabilidade Social Corporativa na Fidelidade à Marca, tendo como papel mediador: A Imagem de Marca. Por isso, adotou-se o caso de Estudo, a Marca Continente, pois é uma das marcas que aposta na Responsabilidade Social mais conhecidas em Portugal e que é sustentada em iniciativas que representam várias causas que são focadas na sociedade e no seu bem-estar e também conhecidas junto do público.
O principal objetivo desta investigação consistiu em responder à pergunta de partida: Qual o efeito da Responsabilidade Social Corporativa na Fidelidade da Marca e o papel da imagem de marca como mediador da relação, tendo por base, o caso particular da marca Continente? Além disso, procurou-se verificar a perceção que os consumidores têm do conceito de Responsabilidade Social Corporativa, qual a familiaridade dos consumidores perante as iniciativas de responsabilidade social praticadas pela Marca, verificar qual a fidelidade que os consumidores têm a marca, tal como qual a imagem que estes possuem pela Marca.
Para validar as hipóteses de investigação, foi levado a cabo um estudo de carácter quantitativo, aplicado sob a forma de um questionário online a uma amostra de 159 indivíduos. Com base nos resultados obtidos, através do questionário efetuado, as hipóteses que foram propostas na investigação foram validadas, no entanto, verifica-se um efeito negativo da responsabilidade social corporativa na fidelidade à marca e na imagem de marca, verificando-se um efeito positivo da imagem de marca na fidelidade à marca.
ABSTRACT: Nowadays, Corporate Social Responsibility turns out to be present and assumed to be the central part of the identities of the companies, having a prominent place in the mission and activities that are carried out by companies. The Corporate Social Responsibility concept demonstrates the need for companies to carry out, in addition to their primary function, important functions in the societies in which they are inserted, aiming to increase their contribution to the creation of a fairer world economically, socially and also in environmentally terms. In this study, it is proposed to deepen the knowledge in this area, through the analysis of the effect of Corporate Social Responsibility initiatives in Brand Loyalty, having like intermediary: the Brand Image. Therefore, the case study, the Continente brand, as it is one of the brands that focuses on Social Responsibility, best known in Portugal and that is based on initiatives that represent various causes that are focused on your well-being and society and also known to the public. The main objective of this investigation was to answer the question: what is the effect of Corporate Social Responsibility in Brand Loyalty and Brand Image's role as a mediator of the relationship, based on the particular case of the brand Continente? In addition, it was tried to verify that consumers lack the concept of Corporate Social Responsibility, which the consumers' familiarity with the social responsibility initiatives undertaken by the brand, to check the fidelity that consumers have to the brand, such as what the image that they have towards the Brand. To validate the hypotheses of research, it was carried out a study of quantitative character, applied in the form of an online questionnaire to a sample of 159 individuals. Based on the results obtained through the questionnaire, the hypotheses that have been proposed in the research have been validated; however, there is a negative effect of Corporate Social Responsibility in Brand Loyalty and Brand Image, showing a positive effect of Brand Image in Brand Loyalty.
ABSTRACT: Nowadays, Corporate Social Responsibility turns out to be present and assumed to be the central part of the identities of the companies, having a prominent place in the mission and activities that are carried out by companies. The Corporate Social Responsibility concept demonstrates the need for companies to carry out, in addition to their primary function, important functions in the societies in which they are inserted, aiming to increase their contribution to the creation of a fairer world economically, socially and also in environmentally terms. In this study, it is proposed to deepen the knowledge in this area, through the analysis of the effect of Corporate Social Responsibility initiatives in Brand Loyalty, having like intermediary: the Brand Image. Therefore, the case study, the Continente brand, as it is one of the brands that focuses on Social Responsibility, best known in Portugal and that is based on initiatives that represent various causes that are focused on your well-being and society and also known to the public. The main objective of this investigation was to answer the question: what is the effect of Corporate Social Responsibility in Brand Loyalty and Brand Image's role as a mediator of the relationship, based on the particular case of the brand Continente? In addition, it was tried to verify that consumers lack the concept of Corporate Social Responsibility, which the consumers' familiarity with the social responsibility initiatives undertaken by the brand, to check the fidelity that consumers have to the brand, such as what the image that they have towards the Brand. To validate the hypotheses of research, it was carried out a study of quantitative character, applied in the form of an online questionnaire to a sample of 159 individuals. Based on the results obtained through the questionnaire, the hypotheses that have been proposed in the research have been validated; however, there is a negative effect of Corporate Social Responsibility in Brand Loyalty and Brand Image, showing a positive effect of Brand Image in Brand Loyalty.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Comunicação Responsabilidade social corporativa Imagem de marca Fidelidade à marca Marca Continente - hipermercado Portugal Communication Corporate Social Responsibility (CSR) Brand image Brand loyalty Continente brand - hypermarket
Citation
Freitas, I.A.A.S.D. (2018). O efeito da responsabilidade social corporativa na fidelidade à marca: o papel mediador da imagem de marca: estudo de caso: a marca Continente. Dissertação de mestrado. IPL, Escola Superior de Comunicação Social, Lisboa, Portugal.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social