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REACCIONES HACIA LA PUBLICIDAD DE RESPONSABILIDAD SOCIAL CORPORATIVA DE ENTIDADES FINANCIERAS
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La comunicación de la Responsabilidad Social Corporativa (RSC) es necesaria, pero sigue generando dudas, por la suspicacia que puede provocar en la audiencia. En esta línea, este estudio analiza las reacciones, en términos de creencias, afectos y conducta ante un anuncio de una causa filantrópica por parte de entidades financieras con distinta reputación social. Como resultado, se aprecia que la reputación es un elemento clave que explica diferencias en las reacciones de los públicos, y puede condicionar la efectividad de la publicidad de RSC.
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