Resumen

OROZCO-TORO, Jaime Alberto  y  FERRE-PAVIA, Carme. The Perception of the Corporate Reputation of the Stakeholders from a Communication Company: How Televisió de Catalunya is Affected by Communicating a Corporate Social Responsibility Action. Palabra Clave [online]. 2017, vol.20, n.2, pp.473-505. ISSN 0122-8285.  https://doi.org/10.5294/pacla.2017.20.2.8.

This research focuses on how the communication of corporate social responsibility affects the perception of corporate reputation of communication companies, taking the entire value chain as an object of analysis, which is novel in the field. In this sense, the communication of corporate social responsibility is assumed as part of the commitment to all stakeholders. The empirical work takes as a case La Marató de TV3 (fundraising for medical research from the autonomous public channel of Catalonia-Spain), and how this solidarity and communication activity influences the image and corporate reputation of the channel. The methodological tool applied is the survey. A total of 463 surveys were carried out in the 7 interest groups throughout their entire value chain. The results are expressed with a quantitative and qualitative perspective and allow to evidence that corporate social responsibility has a relevant impact on the image and corporate reputation of the brand, which becomes a fundamental condition to maintain the links with every stakeholder.

Palabras clave : Corporate social responsibility; corporate reputation; stakeholders; communication companies; La Marató de TV3.

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