<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0121-6805</journal-id>
<journal-title><![CDATA[Revista Facultad de Ciencias Económicas: Investigación y Reflexión]]></journal-title>
<abbrev-journal-title><![CDATA[Rev.fac.cienc.econ.]]></abbrev-journal-title>
<issn>0121-6805</issn>
<publisher>
<publisher-name><![CDATA[Facultad de Ciencias Económicas Universidad Militar Nueva Granada]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0121-68052018000200099</article-id>
<article-id pub-id-type="doi">10.18359/rfce.2888</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[LA ADOPCIÓN DE PERSPECTIVA Y LA COMUNICACIÓN DE LA RESPONSABILIDAD SOCIAL CORPORATIVA: UNA REVISIÓN CONCEPTUAL]]></article-title>
<article-title xml:lang="en"><![CDATA[PERSPECTIVE-TAKING AND CORPORATE SOCIAL RESPONSIBILITY COMMUNICATION: A CONCEPTUAL REVIEW]]></article-title>
<article-title xml:lang="pt"><![CDATA[A ADOÇÃO DE PERSPECTIVA E A COMUNICAÇÃO DA RESPONSABILIDADE SOCIAL CORPORATIVA: UMA REVISÃO CONCEITUAL]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[REYES VELASCO]]></surname>
<given-names><![CDATA[MIGUEL FERNANDO]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[RODRÍGUEZ OREJUELA]]></surname>
<given-names><![CDATA[HÉCTOR AUGUSTO]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad del Valle  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad del Valle  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2018</year>
</pub-date>
<volume>26</volume>
<numero>2</numero>
<fpage>99</fpage>
<lpage>114</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0121-68052018000200099&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0121-68052018000200099&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0121-68052018000200099&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este es un primer producto en el marco de una investigación en curso enfocada en las comunicaciones de la responsabilidad social corporativa (RSC). Las empresas cometen fallos en los procesos de comunicación de la RSC, uno de ellos es no conseguir la sensibilización de los consumidores con respecto a estas actividades de RSC, precisamente por la falta de comunicación de los programas o por la mínima conciencia de los consumidores de la importancia de las actividades de RSC. Encontrar la manera más efectiva de mantener informados a los consumidores, sin perder la credibilidad, desempeña un papel importante en los objetivos estratégicos de la RSC. En el marco del modelo de comunicaciones de la RSC, surge la adopción de perspectiva (empatía cognitiva, role-taking, perspective-taking) como un concepto que hasta ahora no ha sido analizado a la luz de la literatura en las comunicaciones del marketing y el comportamiento del consumidor, como alternativa en el diseño del contenido de mensajes relacionados y dirigidos a influir en los stakeholders. Se hace una revisión de los conceptos y sus alternativas.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This is the first product of an ongoing research project focused on Corporate Social Responsibility (CSR) communication. It is stated that companies make mistakes in CSR communication processes, one of which is not to raise awareness of CSR activities among consumers because of their failure to disseminate programs or consumer's disregard of the importance of CSR activities. Finding the most effective way to keep consumers informed, without losing credibility, plays an important role in the strategic objectives of CSR. In the framework of the CSR communication model, perspective-taking (cognitive empathy, role-taking) emerges as a concept that has not yet been analyzed in light of the literature on marketing communication and consumer's behavior, as an alternative in designing contents related to and aimed at influencing stakeholders. Some concepts and their alternatives are reviewed.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Este é um primeiro produto de uma pesquisa em andamento focada nas comunicações da responsabilidade social corporativa (RSC). Pomering e Dolnicar (2009) expressam que as empresas cometem falhas nos processos de comunicação da RSC, uma delas é não conseguir a sensibilização dos consumidores sobre essas atividades de RSC, justamente pela falta de comunicação dos programas ou pela mínima consciência dos consumidores da importância das atividades de RSC. Encontrar a maneira mais efetiva de manter os consumidores informados sem perder a credibilidade desempenha um papel importante nos objetivos estratégicos da RSC (Bhattacharya e Sen, 2004). No âmbito do modelo de comunicações da RSC, surge a adoção de perspectiva (empatia cognitiva, rol taking, perspective taking) como um conceito que até agora não foi analisado à luz da literatura nas comunicações do marketing e do comportamento do consumidor, como alternativa no desenho do conteúdo de mensagens relacionadas e dirigidas a influenciar os stakeholders. Nesse sentido, faz-se uma revisão dos conceitos e de suas alternativas.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[responsabilidad social corporativa (RSC)]]></kwd>
<kwd lng="es"><![CDATA[adopción de perspectiva]]></kwd>
<kwd lng="es"><![CDATA[empatía]]></kwd>
<kwd lng="es"><![CDATA[comunicación]]></kwd>
<kwd lng="es"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[communication]]></kwd>
<kwd lng="en"><![CDATA[corporate social responsibility (CSR)]]></kwd>
<kwd lng="en"><![CDATA[empathy]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[perspective-taking]]></kwd>
<kwd lng="pt"><![CDATA[responsabilidade social corporativa (RSC)]]></kwd>
<kwd lng="pt"><![CDATA[adoção de perspectiva]]></kwd>
<kwd lng="pt"><![CDATA[empatia]]></kwd>
<kwd lng="pt"><![CDATA[comunicação]]></kwd>
<kwd lng="pt"><![CDATA[marketing]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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