Analyzing social responsibility as a driver of firms’ brand awareness

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dc.contributor.author Mattera, Marina spa
dc.contributor.author Baena Graciá, Verónica spa
dc.contributor.author Cerviño Fernández, Julio spa
dc.date.accessioned 2013-11-27T17:26:32Z
dc.date.available 2013-11-27T17:26:32Z
dc.date.issued 2012 spa
dc.identifier.citation Mattera, M., Baena-Graciá, V., & Cerviño-Fernández, J. (2012). Analyzing social responsibility as a driver of firms’ brand awareness. Procedia - Social and Behavioral Sciences, 58, 1121-1130. spa
dc.identifier.uri http://hdl.handle.net/11268/821
dc.description.abstract Corporate Social Responsibility (CSR) is understood as liabilities a person or organization has towards its social context, including people as well as physical environment, when conducting any activity whose consequences will not only affect the subject who carries it out. However, there has been scarce attention in academia and practice to CSR's influence on brand awareness. To shed light on this issue, this study gives insight on the effect CSR reporting initiatives and effective communication has in consumer's perception and knowledge of a company's brand. To achieve this goal, 16 of Spain's most renowed and well known service companies were considered, including a wide range of service-related sectors: airlines; transportation; tourism and leisure; bank and financial services; insurance; gas, petrol and electric suppliers; retailers and private security. CSR variables were measured by considering i) holding ISO 26,000 certification; ii) whether the firm is privately or state-owned; and iii) global reporting initiative (GRI) report review organism. We also controlled with the variable joining the carbon disclosure project (CDP). Findings prove the positive association between ISO 26,000 with the firm's brand awareness. Notwithstanding this, our results show private ownership firms have a negative impact on brand awareness. Considering public sector can tackle broader topics, influence greater communities and engage a greater number of stakeholders, these findings result consistent. Furthermore, it was shown that reported information being reviewed by organisms other than GRI organism is positively associated with the company's brand awareness in the service sector. This will be our contribution. spa
dc.language.iso eng spa
dc.title Analyzing social responsibility as a driver of firms’ brand awareness spa
dc.type article spa
dc.description.impact 0.226 SJR (2012) Q3, 232/425 Social sciences (miscellaneus), 152/224 Psychology (miscellaneous) spa
dc.identifier.doi 10.1016/j.sbspro.2012.09.1093 spa
dc.rights.accessRights openAccess en
dc.subject.unesco Responsabilidad social spa
dc.description.filiation UEM spa
dc.peerreviewed Si spa

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