<?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>0122-8285</journal-id>
<journal-title><![CDATA[Palabra Clave]]></journal-title>
<abbrev-journal-title><![CDATA[Palabra Clave]]></abbrev-journal-title>
<issn>0122-8285</issn>
<publisher>
<publisher-name><![CDATA[Universidad de La Sabana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0122-82852017000200473</article-id>
<article-id pub-id-type="doi">10.5294/pacla.2017.20.2.8</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La percepción de la reputación corporativa de los stakeholders de una empresa de comunicación: cómo afecta a Televisió de Catalunya comunicar una acción de responsabilidad social corporativa]]></article-title>
<article-title xml:lang="en"><![CDATA[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]]></article-title>
<article-title xml:lang="pt"><![CDATA[A percepção da reputação corporativa dos stakeholders de uma empresa de comunicação: como afeta a Televisió de Catalunya comunicar uma ação de responsabilidade social corporativa]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Orozco-Toro]]></surname>
<given-names><![CDATA[Jaime Alberto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ferré-Pavia]]></surname>
<given-names><![CDATA[Carme]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Pontificia Bolivariana  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Autónoma de Barcelona  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>04</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>04</month>
<year>2017</year>
</pub-date>
<volume>20</volume>
<numero>2</numero>
<fpage>473</fpage>
<lpage>505</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0122-82852017000200473&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0122-82852017000200473&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0122-82852017000200473&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Esta investigación se centra en determinar cómo la comunicación de la responsabilidad social corporativa incide en la percepción de reputación corporativa de las empresas de comunicación, tomando como objeto de análisis toda su cadena de valor, lo cual es novedoso en el campo. En este sentido, se asume la comunicación de la responsabilidad social corporativa como parte del compromiso adquirido con todos los stakeholders. El trabajo empírico toma como caso La Marató de TV3 (recogida de fondos para investigación médica del canal autonómico público de Cataluña, España), y cómo esta actividad de solidaridad y comunicación influye en la imagen y la reputación corporativa del canal. La herramienta metodológica aplicada es la encuesta. Se han obtenido 463 encuestas realizadas a los 7 grupos de interés de toda su cadena de valor. Los resultados se expresan con perspectiva cuantitativa y cualitativa y permiten dar cuenta de que la responsabilidad social corporativa tiene una relevante incidencia en la imagen y la reputación corporativa de la marca, que se convierte en una condición fundamental para mantener los vínculos con cada uno de sus stakeholders.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract 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.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo O foco desta pesquisa é determinar como a comunicação da responsabilidade social corporativa incide na percepção de reputação corporativa das empresas de comunicação, tomando como objeto de análise toda a sua cadeia de valor, o qual é novo neste campo. Neste sentido, se assume a comunicação da responsabilidade social corporativa como parte do compromisso adquirido com todos os stakeholders. O trabalho empírico toma como caso La Marató de TV3 (coleta de fundos para pesquisa médica do canal autonômico público da Catalunha-Espanha), e como esta atividade de solidariedade e comunicação influi na imagem e a reputação corporativa do canal. A ferramenta metodológica aplicada é a enquete. Foram obtidas 463 enquetes realizadas aos 7 grupos de interesse de toda a sua cadeia de valor. Os resultados se expressam com perspectiva quantitativa e qualitativa e permitem perceber que a responsabilidade social corporativa tem uma relevante incidência na imagem e na reputação corporativa da marca, que se transforma em uma condição fundamental para manter os vínculos com cada um de seus stakeholders.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Responsabilidad social corporativa]]></kwd>
<kwd lng="es"><![CDATA[reputación corporativa]]></kwd>
<kwd lng="es"><![CDATA[stakeholders]]></kwd>
<kwd lng="es"><![CDATA[empresas de comunicación]]></kwd>
<kwd lng="es"><![CDATA[La Marató de TV3]]></kwd>
<kwd lng="en"><![CDATA[Corporate social responsibility]]></kwd>
<kwd lng="en"><![CDATA[corporate reputation]]></kwd>
<kwd lng="en"><![CDATA[stakeholders]]></kwd>
<kwd lng="en"><![CDATA[communication companies]]></kwd>
<kwd lng="en"><![CDATA[La Marató de TV3]]></kwd>
<kwd lng="pt"><![CDATA[Responsabilidade social corporativa]]></kwd>
<kwd lng="pt"><![CDATA[reputação corporativa]]></kwd>
<kwd lng="pt"><![CDATA[stakeholders]]></kwd>
<kwd lng="pt"><![CDATA[empresas de comunicação]]></kwd>
<kwd lng="pt"><![CDATA[La Marató de TV3]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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