Corporate social responsibility and branding: a new view to the management strategies
Corporate Social Responsibility, CSR, has been studied mainly from a financial performance perspective; hence there is little development around the relationship between CSR and the process of brand building, called Branding. Branding is important as a strategy to generate positive effects in compan...
- Autores:
- Tipo de recurso:
- http://purl.org/coar/resource_type/c_6801
- Fecha de publicación:
- 2017
- Institución:
- Universidad Pedagógica y Tecnológica de Colombia
- Repositorio:
- RiUPTC: Repositorio Institucional UPTC
- Idioma:
- spa
- OAI Identifier:
- oai:repositorio.uptc.edu.co:001/10257
- Acceso en línea:
- https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/7370
https://repositorio.uptc.edu.co/handle/001/10257
- Palabra clave:
- corporate social responsibility
brand
branding
management strategies.
responsabilidad social empresarial
marca
construcción de la marca
estrategias de gestión.
- Rights
- License
- Derechos de autor 2017 REVISTA DE INVESTIGACIÓN, DESARROLLO E INNOVACIÓN