Resumen

ECHEVERRIA-RIOS, Osiris María; ABREGO-ALMAZAN, Demian  y  MEDINA-QUINTERO, José Melchor. CORPORATE SOCIAL RESPONSIBILITY IN AFFECTIVE BRAND IMAGE AND BRAND REPUTATION. Innovar [online]. 2018, vol.28, n.69, pp.133-147. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v28n69.71703.

Corporate Social Responsibility (GSR) has become one of the most significant aspects for consumers, since they are concerned about the type of company behind the product or service they acquire. The purpose of this research is to determine the influence of GSR on affective brand image and brand reputation in self-service sector companies. For this reason, an empirical study was developed in the central area of the state of Tamaulipas (Mexico) with 316 consumers. Data analysis was completed through Partial Least Squares statistical technique. The results indicate that GSR directly and significantly affects brand image and reputation in the legal dimension. However, as observed, the economic dimension does not show a significant inference.

Clasificación JEL: M14, M30, M31.

Palabras clave : Affective brand image; brand reputation; Corporate Social Responsibility.

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