Resumo

OTERO GOMEZ, María Cristina; PEREZ, Wilson Giraldo  e  GUTIERREZ BARRIGA, Luis Alejandro. ANALYSIS OF CORPORATE SOCIAL RESPONSIBILITY IN THE AFFECTIVE RESPONSE OF BANCOLOMBIA'S USERS. Tend. [online]. 2024, vol.25, n.1, pp.33-51.  Epub 08-Nov-2023. ISSN 0124-8693.  https://doi.org/10.22267/rtend.242501.240.

The objective of the article was to determine whether corporate social responsibility initiatives are related to consumers' love for a financial institution, represented by the Bancolombia brand. A quantitatively oriented methodology was implemented, which surveyed a convenience sample of 190 Bancolombia users. To test the hypotheses, Spearman correlation tests were performed between the variables, corporate social responsibility and brand love. In addition, a non-parametric Mann-Whitney test was performed to establish whether men and women value corporate social responsibility differently. The results confirm that the implementation of actions that support social causes benefits consumers' perception of Bancolombia and strengthens emotional ties with customers. It is also concluded that the social actions developed by the company are perceived in the same way among men and women.

JEL: M14; M31; P36; G29; D18.

Palavras-chave : affectivity; bank; consumer; marketing; social program..

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