The impact of CSR in people’s enhancement with art : a case study of Fundação Calouste Gulbenkian

• Autor(a) principal: Abecasis, Constança Sepúlveda de Castelbranco
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/29005
• topic: CSR; FCG; Willingness to attend; Awareness; Reputation; RSE; Interesse em eventos; Consciência; Reputação; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The present research studies the effect of Corporate Social Responsibility (CSR) as a tool to increase people’s enhancement with art through the willingness to go to artistic events which promote specific social causes. Art has proven to be a subject of extremely importance either for communities as for individuals. The relationship between CSR and willingness to attend to events is analyzed in this research having as case study Fundação Calouste Gulbenkian (FCG). Different aspects of CSR are investigated, such as CSR awareness, FCG reputation and the importance of art in the background. The CSR implications over willingness to attend to events are not direct, although some effect might be found. It has no direct effect over people’s willingness to attend when the social initiatives are linked to specific events, although, people who are more aware of Gulbenkian social initiatives have better reputation of the foundation, which itself has effect over the willingness to attend. Further the relationship with art during the background is of extremely importance, once it increases the willingness to keep this relationship during adulthood. CSR must be used as a way to promote art events, not directly, but keeping a clear relation between the company and the corporate social initiatives, using it to increase the company’s reputation, and therefore, increase people’s interest in the art and events.