CORPORATE SOCIAL RESPONSIBILITY FOR CREATING ETHICAL IDENTITY IN LUXURY BRANDS IN BRAZIL

• Autor(a) principal: Dalla Porta, Claudia
• Data de Publicação: 2020
• Outros Autores: Baú Dal Magro, Cristian, Mazzioni, Sady
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Metropolitana de Sustentabilidade
• Texto Completo: https://revistaseletronicas.fmu.br/index.php/rms/article/view/2158
• topic: Corporate Social Responsibility; Corporative identity; Luxury Brands.; Responsabilidad social corporativa; Identidad corporativa; Marcas de lujo.; Responsabilidade Social Corporativa; Identidade Corporativa; Marcas de Luxo.

 The purpose of the research is to analyze the Corporate Social Responsibility practices that help build the ethical identity of companies considered luxury brands in Brazil. The theme is surrounded by relevance and controversy, given the complex contradiction of Corporate Social Responsibility that luxury provides. Sustainability reports and websites of companies considered as luxury brands that are installed in Brazil were analyzed. From the analysis of Corporate Social Responsibility practices evidenced by the companies, frameworks were established with the characteristics of CSR, based on Wong and Dhanesh (2017). The findings report that luxury companies in Brazil create their corporate identity by practicing discretionary and environmental actions, highlighting the social issue rather than referencing their brands, practicing long-term charity programs, with an emphasis on intangibility, predominantly altruistic and seek actions to mitigate the damage caused by their business activities.