Social responsibility and corporate reputation on the performance of the brand
DOI:
https://doi.org/10.15665/rde.v15i2.912Keywords:
Corporate reputation, social responsibility, brand value, corporate imageAbstract
According to the value that today companies attribute to corporate reputation and social responsibility as part of competitive advantages and their impact on brand positioning, this article seeks to reflect the use of this strategy and its impact on consumer behavior. The document presents theoretical reflections that are subsequently evaluated considering the analysis of the business model of Coca Cola FEMSA, a company with recognition of Corporate Social Responsibility, thus identifying the actions that it carries out in the Colombian economy. The strategic study of the company succeeds in explaining how adapting to the environment can contribute to the creation of advantageous scenarios where the construction of an image favorable through corporate responsibility, contributes to the positioning, guarantees the Corporate success.
Resumen
De acuerdo con el valor que las compañías atribuyen hoy en día a la reputación corporativa y la responsabilidad social como parte de las ventajas competitivas y su incidencia sobre el posicionamiento de la marca, el presente artículo busca reflexionar y estudiar el uso de esta estrategia y su incidencia sobre el comportamiento del consumidor. El documento expone reflexiones teóricas que posteriormente son evaluadas considerando el análisis del modelo de negocio de Coca Cola Femsa, una empresa con reconocimiento de Responsabilidad Social Empresarial, identificando así las acciones que la misma efectúa en el entorno de la economía colombiana. El estudio estratégico de la compañía logra dar cuenta de cómo la adaptación al entorno puede contribuir en la creación de escenarios ventajosos en donde la construcción de una imagen favorable por medio de la responsabilidad corporativa contribuye al posicionamiento de la organización, garantizando en gran medida el éxito corporativo.
Resumo
De acordo com o valor que as empresas atribuem a reputação corporativa e responsabilidade social como parte das vantagens competitivas e seu impacto sobre o posicionamento da marca, este artigo procura reflectir e estudar o uso desta estratégia e hoje seu impacto no comportamento do consumidor. O artigo apresenta reflexões teóricas que são depois avaliadas considerando a análise do modelo de negócio da Coca-Cola Femsa, uma empresa com o reconhecimento da responsabilidade social corporativa, identificando as ações que ele executa no ambiente da economia colombiana. A revisão estratégica da empresa não consegue explicar como adaptação ao ambiente pode contribuir para criar cenários vantajosas, onde a construção de uma imagem favorável através da responsabilidade corporativa, contribui para o posicionamento da organização, garantindo grandemente o sucesso empresarial.
References
Boons, F.; Montalvo, C.; Quist, J. & Wagner, M. (2013) Sustainable innovation, business models and economic performance: An overview. Journal of Cleaner Production, (45), 1–8. DOI: http://doi.org/10.1016/j.jclepro.2012.08.013
Brown, T. J. & Dacin, P. A. (1997) The company and the Product : Company Associations and Corporate Consumer Product Responses. Journal of Marketing, (61)(1), 68–84. DOI: http://doi.org/http://dx.doi.org/10.2307/1252190
Cardona, Diana María Puerta (2008). Marca Colombia: Un análisis del programa de imagen, 1–105.
Chen, M. H.; Tai, P. N. & Chen, B. H. (2015) The Relationship among Corporate Social Responsibility, Consumer-Company Identification, Brand Prestige, and Purchase Intention. International Journal of Marketing Studies, (7)(5), 33–40. DOI: http://doi.org/10.5539/ijms.v7n5p33
Cossio, M. L. T.; Giesen, L. F.; Araya, G.; Pérez-Cotapos, M. L. S.; Vergara, R. L.; Manca, M. & Héritier, F. (2012) La opinión y valoración de los consumidores sobre la Responsabilidad Social de la Empresa en España. Uma Ética Para Quantos?, (33)(2), 81–87. DOI: http://doi.org/10.1007/s13398-014-0173-7.2
Camara de Comerio Colombo Britanica (2015). Los Top 30 de la Responsabilidad Social en Colombia. En: http://www.colombobritanica.com/web/la-camara/responsabilidad-social/libro-los-top-30-de-la-rseen-colombia/284-los-top-30-de-la-responsabilidad-social-en-colombia.html
ElPortafolio (2014). Crecen ventas de Coca-Cola. En: http://www.portafolio.co/negocios/crecenventas-coca-cola
ElPortafolio (2015). Coca-Cola Femsa gana premio de responsabilidad social. En: http://www.portafolio.co/portafolio-plus/coca-cola-femsa-gana-premio-responsabilidad-social
ElTiempo (2010). Coca Cola en Colombia pone a rodar sus camiones verdes de propulsión eléctrica. En: http://autoworld.com.co/index.php?option=com_content&view=article&id=111:coca-cola-encolombia-pone-a-rodar-sus-camiones-verdes-de-propulsion-electrica&catid=5:noticias&Itemid=6
FEMSA (2013). Reconocen contribución a la paz de Coca-Cola FEMSA en Colombia. En: http://www.femsa.com/es/medios/reconocen-contribuci%C3%B3n-la-paz-de-coca-cola-femsa-encolombia
INFORMADOR.MX. (2015). Coca-Cola FEMSA abre la planta más moderna de Latinoamérica. En: http://www.informador.com.mx/economia/2015/596285/6/coca-cola-femsa-abre-la-planta-masmoderna-de-latinoamerica.htm
Interbrand. (2014). Cuarto estudio Best Global Green Brands. In: http://interbrand.com/bestbrands/best-global-brands/2015/
Jimenez Peña, G. (2014) Multinacionales y responsabilidad social empresarial en la construcción de paz en Colombia, Cuadernos de Administración, (27)(48), 67–96.
Klein, J. & Dawar, N. (2004) Corporate social responsibility and consumers’ attributions and brand evaluations in a product-harm crisis. International Journal of Research in Marketing, (21)(3), 203–217. DOI: http://doi.org/10.1016/j.ijresmar.2003.12.003
Kotler, P. (1997) Marketing management : analysis, planning, implementation and control. Journal of Marketing Management (7). In: http://www.decitre.fr/pdf/feuilletage/9782744073458.pdf
Lindgreen, A.; Xu, Y.; Maon, F. & Wilcock, J. (2012) Corporate social responsibility brand leadership: a multiple case study. European Journal of Marketing, (46)(7-8), 965–993. DOI: http://doi.org/10.1108/03090561211230142
Loaiza, C. V. (2012) Latinoamericana Capitalize socially responsible brands from a Latin American perspective. Investigación y Desarrollo, (20)(1). In: http://www.scielo.org.co/scielo.php?script=sci_arttext&pid=S0121-32612012000100004
Maon, F.; Lindgreen, A. & Swaen, V. (2009) Designing and implementing corporate social responsibility: An integrative framework grounded in theory and practice. Journal of Business Ethics, (87)(1), 71–89. DOI: http://doi.org/10.1007/s10551-008-9804-2
Orozco-Toro, J. A. & Ferré-Pavia, C. (2015) La difusión de las causas sociales y su impacto en la percepción de la imagen de marca. El caso español de Televisió de Catalunya. Cuadernos.info, (36)(36), 125–138. DOI: http://doi.org/10.7764/cdi.36.551
Polonsky, M. & Jevons, C. (2009) Global branding and strategic CSR: an overview of three types of complexity. International Marketing Review, (26)(3), 327–347. DOI: http://doi.org/10.1108/02651330910960816
Pomering, A. & Johnson, L. W. (2009) Constructing a corporate social responsibility reputation using corporate image advertising. Australasian Marketing Journal, (17)(2), 106–114. DOI: http://doi.org/10.1016/j.ausmj.2009.05.006
Porter, M. E. & Kramer, M. R. (2006) Strategy & Society: The Link Between Competitive Advantage and Corporate Social Responsibility. Harvard Business Review, (84), 78–92. DOI: http://doi.org/10.1287/mnsc.1090.1070
LaRepublica (2013). Colombia resalta en plan escolar de Coca-Cola Femsa. En: http://www.larepublica.co/responsabilidad-social/colombia-resalta-en-plan-escolar-de-coca-colafemsa_43525
RadioSantander (2014). Coca-Cola entregó en Tocancipá área biosaludable en el Parque El Manantial. En: http://www.radiosantafe.com/2014/02/06/coca-cola-entrego-en-tocancipa-area-biosaludable-en-elparque-el-manantial/
Sustentabilidad Coca Cola (2014). Informe de Sustentabilidad 2014. Coca-Cola de México. En: http://www.sustentabilidadcoca-cola.com.mx/
Downloads
Published
How to Cite
Issue
Section
License
Instructions for filling in the Certification of Originality and the Copyright Transfer:
Keep in mind that by pressing the "save and continue" button at the end, you are assuming all the ethical and legal commitments set forth herein. They establish the responsibilities of the legislation on intellectual property rights. For this it is assumed that whoever is carrying out the action of presenting the written work in good faith and represents himself and the other authors of the postulated article.
In this sense, the authors retain all the rights of which they are owners and authorize the free reproduction of the document sent. In the event of being necessary, they will assume, by pressing the "save and continue" button, the legal responsibility derived from the patrimonial rights which are free because of the non-payment by any procedure of the Journal.
Consequently, the author (s) represented by the person who advances the postulation of the article for evaluation and eventual publication,
I (We) declare:
1. I am (we are) the author (s) of the article {here is the name of the article placed automatically}.
2. This is an original work in accordance with the intellectual property law of Colombian copyright.
3. The content of the article of the reference has not been published and that it will not be submitted to any other means of publication in written or electronic support before knowing the decision of the Editorial Committee of Dimensión Empresarial.
4. The signer of this certification guarantees that the commitment acquired here does not infringe any third-party rights.
5. The publication authorization includes its electronic file and its adaptation, if necessary, for its incorporation in the network or in any electronic format or database, as well as attaching the necessary metadata to register the work, trademarks of water or any other security or protection system.
6. The publication authorization includes reproduction on digital media. As well as its distribution and making available through institutional archives through the Internet, distribute copies, and exhibit it in Colombia and outside the country, as well as include the article in national and international indexes.
7. The author assumes all responsibility, including compensation for damages, that could be exercised against the Universidad Autónoma del Caribe by third parties who violated their rights and interests because of the assignment.
For its part, Dimension Empresarial undertakes to respect in any case the rights of the author contained in Article 30 of Law 23 of 1982, or any after it and will make the article available to the users of the Journal so that make a legitimate use of it, as permitted by the applicable legislation, provided that its authorship is cited, commercial benefit is not obtained, and derivative works are not made.
The authors agree to accept the conditions of this intellectual property note, which will be applied to this submission when it is published in this journal.
