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

Author

Listed:
  • Francisco José Arias Aragonés
  • John Jairo Jurado Coronell
  • Jesús Antonio Pájaro García

Abstract

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.

Suggested Citation

  • Francisco José Arias Aragonés & John Jairo Jurado Coronell & Jesús Antonio Pájaro García, 2016. "Impacto de los programas de aportes y donaciones de almacenes de cadena de Cartagena sobre la imagen y reputación," Revista Clio América, Universidad del Magdalena, vol. 10(20), pages 118-125, December.
    • Handle: RePEc:col:000506:015329
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    File URL: http://revistas.unimagdalena.edu.co/index.php/clioamerica/article/view/1871
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    More about this item

    Keywords

    Responsabilidad Social Empresarial; ImagenCorporativa; Reputación; Acción Social; Relaciones con la Comunidad.;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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