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Vol. 24. Núm. 108.
Páginas 37-59 (Julio - Septiembre 2008)
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Vol. 24. Núm. 108.
Páginas 37-59 (Julio - Septiembre 2008)
DOI: 10.1016/S0123-5923(08)70043-3
Open Access
Dimensionalidad De La Responsabilidad Social Empresarial Percibida Y Sus Efectos Sobre La Imagen Y La Reputación: Una Aproximación Desde El Modelo De Carroll
Dimensionality of perceived business social responsibility and its effects on firm's image and reputation: a Carroll's model based approach
Visitas
...
Alejandro Alvarado Herrera
Doctor en Marketing por la Universitat de València, España y DEA por la misma Universidad. MSc. Administración con Especialidad en Mercadotecnia por la Universidad Popular Autónoma del Estado de Puebla, México. Ingeniero en Construcción por el Instituto Tecnológico de la Construcción, México
Profesor-investigador de tiempo completo en la Universidad de Quintana Roo, campus Cozumel, México. Miembro de la American Marketing Association, de la Academy of Marketing Science y del Consejo Quintanarroense de Ciencia y Tecnología
María Walesska Schlesinger Díaz
DEA y Candidata a Doctora en Marketing por la Universitat de València, España. MSc. Licenciada en Administración y Magíster en Gerencia de Empresas
Profesora-investigadora en la Universidad del Zulia (LUZ) y adscrita al Centro de Estudios de la Empresa de la Fac. de Ccs. Económicas y Sociales de LUZ, Acreditada en el Programa de Promoción al Investigador (PPI Nivel I:6267) del Fonacit Venezuela
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Resumen

La literatura de marketing sugiere que las acciones y programas de responsabilidad social empresarial podrían mejorar la imagen y la reputación de las empresas ante los ojos de sus consumidores y ser una importante fuente de ventaja competitiva para las mismas. Sin embargo, poco se sabe acerca las percepciones de estos stakeholders al respecto y sobre sus efectos en dichas variables. Para conocerlos, se llevó a cabo una revisión de la literatura, en donde se planteo un modelo teórico de relaciones estructurales el cual es contrastado empíricamente a través del análisis de su estructura de covarianzas. Para tal objetivo, se utiliza una muestra de 358 consumidores jóvenes de telefonía celular de la ciudad de Valencia, España. Los resultados indican que cada una de las dimensiones estudiadas de la responsabilidad social influyen significativa y directamente sobre la imagen de la marca, e indirectamente sobre la reputación. Tras la discusión, se plantean las conclusiones, las implicaciones académicas y profesionales, las limitaciones de la investigación y se proponen nuevas líneas de investigación futuras.

Palabras clave:
Responsabilidad social corporativa
imagen de marca
reputación
percepciones
comportamiento del consumidor
sistemas de ecuaciones estructurales
Abstract

Marketing literature suggests that consumer perceptions of corporate social responsibility's actions and programs could improve the image and the reputation of the firms. However, little is known about the issue. Hence to find it out, drawing from recent theoretical and empirical research, a structural relationship theoretical model was developed and subsequently empirically tested. The test was done in a mobile phone services consumption context through structural equations modeling using field survey collected data from 358 real young consumers from Valencia, Spain. Results indicate that the studied dimensions of corporate social responsibility do significantly and directly influence brand image, and that they also impacts on reputation but just in an indirect fashion. Results are discussed, and the conclusions include both academic and practitioners implications. Finally, research limitations and future research lines are presented.

Keywords:
Corporate social responsibility
brand image
reputation
perception
consumer behavior
structural equations modeling
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