REACCIONES HACIA LA PUBLICIDAD DE RESPONSABILIDAD SOCIAL CORPORATIVA DE ENTIDADES FINANCIERAS

Main Article Content

Maria del Mar Garcia de los Salmones

Resumen

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.

Descargas

La descarga de datos todavía no está disponible.

Article Details

Cómo citar
Garcia de los Salmones, M. del M. (2019). REACCIONES HACIA LA PUBLICIDAD DE RESPONSABILIDAD SOCIAL CORPORATIVA DE ENTIDADES FINANCIERAS. UCJC Business and Society Review (formerly Known As Universia Business Review), 15(4). Recuperado a partir de https://journals.ucjc.edu/ubr/article/view/3193
Sección
Artículos
Biografía del autor/a

Maria del Mar Garcia de los Salmones, Universidad de Cantabria

Profesora Titular de UniversidadDepartamento de Administración de Empresas

Citas

Babiak, K. y Trendafilova, S. (2011). “CSR and environmental responsibility: motives and pressures to adopt green management practices”, Corporate Social Responsibility and Environmental Management, 18 (1), 11-24

Batra, R. y Ray, M. 1986. “Affective Responses Mediating Acceptance of Advertising”, Journal of Consumer Research, September 13 (2), 234-249.

Becker-Olsen, K., Cudmore, A. y Hill, R. (2006). “The impact of perceived corporate social responsibility on consumer behaviour” Journal of Business Research, 59, 46– 53.

Bigné, E., Chumpitaz, y Currás, R. 2010. “Alliances Between Brands and Social Causes: The Influence of Company Credibility on Social Responsibility Image”. Journal of Business Ethics, 96,169–186

Du, S., Bhattacharya, C. y Sen, S. (2010). “Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication”. International Journal of Management Reviews 12 (1): 8-19.
Ellen, P., Webb, D. y Mohr, L. (2006). “Building Corporate Associations: Consumer Attributions for Corporate Socially Responsible Programs”. Journal of the Academy of Marketing Science, 34 (2), 147-157.

Elving, W. (2013). Scepticism and corporate social responsibility communications: the influence of fit and reputation. Journal of Marketing Communications, 19 (4), 277-292.

García-De los Salmones, M. Rodriguez-Del Bosque, I. y Herrero, A. (20059. “Influence of Corporate Social Responsibility on Loyalty and Valuation of Services”, Journal of Business Ethics, 61, 369–385

Holbrook, M. y Batra, R. (1987). “Assessing the role of emotions as mediators of consumer responses to advertising”, Journal of Consumer Research, 14 (3), 404–420

Homer, P. y Yoon, S. (1992). “Message Framing and the Interrelationships among ad-based feelings, affect and cognition”, Journal of Advertising, 21 (1), 19-33.

Kelley, H. (1973). The Processes of Casual Attributions. American Psychologist, February, 107-128.

Lafferty, B., Goldsmith, R. y Newell, S. (2002). “The Dual Credibility Model: The Influence of Corporate and Endorser Credibility on Attitudes and Purchase Intentions”, Journal of Marketing Theory and Practice, 10 (3), 1-12.

Lynch, J. and Schuler, D. (1994). “The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations," Journal of Marketing Research, 23 (2), 130-143.

MacKenzie, S., Lutz, R. y Belch, G. (1986). “An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context”, Journal of Marketing, 53, 48-65.

Maignan, I. y Ralston, D. (2005). “Corporate Social Responsibility in Europe and the U.S.: Insights from Businesses' Self-presentations”, Journal of International Business Studies, 33, (3), 497-514.

Martínez, P., y Rodríguez del Bosque, I. (2015). “Analyzing Responsible Corporate Identity in the Hospitality Sector: A Case Study”, Tourism, Culture & Communication, 14 (3), 183-197.

Michelon, G. (2011). "Sustainability Disclosure and Reputation: A Comparative Study", Corporate Reputation Review, 14 (2), 79-96.

Perez, A., Garcia-De los Salmones, M. y Lopez, C. (2015). “Corporate reputation in the Spanish context: an interaction between reporting to stakeholders and industry”. Journal of Business Ethics, 129 (3), 571-584

Pérez,A. y Rodríguez Del Bosque, I. (2012). “La imagen de Responsabilidad Social Corporativa en un contexto de crisis económica: El caso del sector financiero en España”, Universia Business Review, primer trimestre, 14-29.

Pomering, A. y Johnson, L. (2009). “Advertising Corporate Social Responsibility Initiatives to Communicate Corporate Image. Inhibiting Scepticism to Enhance Persuasion”. Corporate Communications: An International Journal, 14 (4), 420-439.

Rifon, N., Choi, S. Trimble, C. y Li, H. (2004). “Congruence Effects in Sponsorship: The Mmedicating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive”, Journal of Advertising, 33: 29–42

Sen, S. y Bhattacharya, C. (2001). “Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility”, Journal of Marketing Research, 38 (2), 225-243

Türkel, S., Uzunoğlu, E., Demirbağ, M. y Akıncı, B. (2016). “A Strategic Approach to CSR Communication: Examining the Impact of Brand Familiarity on Consumer Responses”. Corporate Social Responsibility and Environmental Management, 23, 228–242

Williams, P. y Aaker, J. (2002). “Can Mixed Emotions Peacefully Coexist?”, Journal of Consumer Research, 28(4), 636-49