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Impacto de los programas de aportes y donaciones de almacenes de cadena de Cartagena sobre la imagen y reputación

Listed author(s):
  • Francisco José Arias Aragonés


  • John Jairo Jurado Coronell


  • Jesús Antonio Pájaro García


Registered author(s):

    El presente artículo es resultado de un estudio realizado a los almacenes de cadena de la ciudad de Cartagena para medir el impacto de los programas de aportes y donaciones sobre la imagen corporativa y reputación. Se hace primero un seguimiento de la discusión teórica reciente alrededor de los conceptos de RSE, aportes y donaciones, imagen corporativa y reputación. Luego se aplica un método cuantitativo y se formulan cuatro hipótesis para medir la incidencia de las variables acción social y relaciones con la comunidad sobre la imagen corporativa y reputación.******This article is the result of a study to the city of Cartagena chain stores to measure the impact of programs of contributions and donations on the corporate image and reputation. First is a follow-up of the recent theoretical discussion around the concepts of CSR, contributions and donations, corporate image and reputation. Then applies a quantitative method and four scenarios are formulated to measure the incidence of variables social action, and relationships with the community about the corporate image and reputation.

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    Article provided by UNIVERSIDAD DEL MAGDALENA in its journal REVISTA CLIO AMERICA.

    Volume (Year): 10 (2016)
    Issue (Month): 20 (December)
    Pages: 118-125

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    Handle: RePEc:col:000506:015329
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