A CSR communication strategy for Continente: improving brand image and reinforcing local community bonds

Detalhes bibliográficos
Autor(a) principal: Heleno, Ana Isabel Delgado
Data de Publicação: 2013
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/9817
Resumo: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
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spelling A CSR communication strategy for Continente: improving brand image and reinforcing local community bondsCSRContinenteMissão SorrisoLocal relevanceA Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThe aim of this Work Project is to present a Corporate Social Responsibility communication strategy for Continente, leader of Portuguese food-retail market. The project was developed in a partnership with the communication agency Fuel and it is focused on Continente’s cause-related marketing project, “Missão Sorriso”. The strategy presented aims to improve Continente’s image and reinforce its positioning as a close and inspiring brand, taking into account brand values and its strategic vision. In this sense, the project presents recommendations at brand level, intending to clarify Missão Sorriso identity and positioning, and at the activation level, in order to reinforce the perceived authenticity and proximity of its CSR initiatives. The implementation plan comprises two activities that leverage Continente competitive advantages, reinforcing its local relevance through partnerships with schools and local institutions, and supporting the strategic integration of Missão Sorriso into corporate business.NSBE- UNLAgante, LuísaRUNHeleno, Ana Isabel Delgado2013-06-06T10:48:21Z2013-012013-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/9817enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T03:43:08Zoai:run.unl.pt:10362/9817Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:19:03.440263Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv A CSR communication strategy for Continente: improving brand image and reinforcing local community bonds
title A CSR communication strategy for Continente: improving brand image and reinforcing local community bonds
spellingShingle A CSR communication strategy for Continente: improving brand image and reinforcing local community bonds
Heleno, Ana Isabel Delgado
CSR
Continente
Missão Sorriso
Local relevance
title_short A CSR communication strategy for Continente: improving brand image and reinforcing local community bonds
title_full A CSR communication strategy for Continente: improving brand image and reinforcing local community bonds
title_fullStr A CSR communication strategy for Continente: improving brand image and reinforcing local community bonds
title_full_unstemmed A CSR communication strategy for Continente: improving brand image and reinforcing local community bonds
title_sort A CSR communication strategy for Continente: improving brand image and reinforcing local community bonds
author Heleno, Ana Isabel Delgado
author_facet Heleno, Ana Isabel Delgado
author_role author
dc.contributor.none.fl_str_mv Agante, Luísa
RUN
dc.contributor.author.fl_str_mv Heleno, Ana Isabel Delgado
dc.subject.por.fl_str_mv CSR
Continente
Missão Sorriso
Local relevance
topic CSR
Continente
Missão Sorriso
Local relevance
description A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
publishDate 2013
dc.date.none.fl_str_mv 2013-06-06T10:48:21Z
2013-01
2013-01-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/9817
url http://hdl.handle.net/10362/9817
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv NSBE- UNL
publisher.none.fl_str_mv NSBE- UNL
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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