The influence of corporate social marketing in the corporate identity: an study on food industries of the state of Paraná, Brazil

Detalhes bibliográficos
Autor(a) principal: Corrêa, Patricia Soares Azoline
Data de Publicação: 2016
Outros Autores: Vieira, Francisco Giovanni David, Scharf, Edson Roberto
Tipo de documento: Artigo
Idioma: por
Título da fonte: Acta Scientiarum. Human and Social Sciences (Online)
Texto Completo: http://www.periodicos.uem.br/ojs/index.php/ActaSciHumanSocSci/article/view/28040
Resumo: Corporate social marketing (CSM) is a concept that combines social work and marketing tools. It implies that corporations share value with their clients through the dissemination of social programs that they develop, within a process that benefits social causes and the companies themselves. Current paper analyzes the influence of MSC on corporate identity of the major food industries in the state of Paraná, Brazil. A qualitative research was undertaken through interviews with marketing and social managers, as well as with a documentary research in the social media. Data reveal that industrial communication is directed towards stakeholders, with special means, mainly printed material, for the purpose. Managers believe they have obtained results such as strengthening of corporate brand and greater market openness, albeit not on a quantitative basis.
id UEM-3_c176f93321e60c28a040a6c15a4b4a67
oai_identifier_str oai:periodicos.uem.br/ojs:article/28040
network_acronym_str UEM-3
network_name_str Acta Scientiarum. Human and Social Sciences (Online)
repository_id_str
spelling The influence of corporate social marketing in the corporate identity: an study on food industries of the state of Paraná, BrazilA influência do marketing social corporativo na identidade corporativa: um estudo nas indústrias de alimentos do Paranácorporate social marketingcorporate identityfood industrystate of ParanáBrazilmarketing social corporativoidentidade corporativaindústria de alimentosParanáBrasilMercadologiaCorporate social marketing (CSM) is a concept that combines social work and marketing tools. It implies that corporations share value with their clients through the dissemination of social programs that they develop, within a process that benefits social causes and the companies themselves. Current paper analyzes the influence of MSC on corporate identity of the major food industries in the state of Paraná, Brazil. A qualitative research was undertaken through interviews with marketing and social managers, as well as with a documentary research in the social media. Data reveal that industrial communication is directed towards stakeholders, with special means, mainly printed material, for the purpose. Managers believe they have obtained results such as strengthening of corporate brand and greater market openness, albeit not on a quantitative basis.Marketing social corporativo (MSC) é um conceito que reúne atuação social e ferramentas de marketing. Implica que corporações compartilhem valor com seus públicos por meio da divulgação de programas sociais que desenvolvem, em um processo que gera benefícios para as causas sociais e para as próprias empresas. Este artigo aborda a influência do MSC na identidade corporativa das grandes indústrias do setor alimentício do estado do Paraná. Para tanto, foi realizada pesquisa qualitativa, utilizando-se entrevistas com gestores de marketing e de responsabilidade social, e pesquisa documental em veículos de comunicação. Os dados apontam que a comunicação das indústrias é direcionada aos stakeholders e são utilizados veículos específicos para esse fim, principalmente impressos. Os gestores acreditam terem obtido resultados, como fortalecimento na marca corporativa e maior abertura de mercado, porém ainda não possuem isso de forma mensurada.  Universidade Estadual De Maringá2016-06-24info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPesquisa Empírica de Campo; Pesquisa Qualitativa; Estudo de Casoapplication/pdfapplication/ziphttp://www.periodicos.uem.br/ojs/index.php/ActaSciHumanSocSci/article/view/2804010.4025/actascihumansoc.v38i1.28040Acta Scientiarum. Human and Social Sciences; Vol 38 No 1 (2016); 13-24Acta Scientiarum. Human and Social Sciences; v. 38 n. 1 (2016); 13-241807-86561679-7361reponame:Acta Scientiarum. Human and Social Sciences (Online)instname:Universidade Estadual de Maringá (UEM)instacron:UEMporhttp://www.periodicos.uem.br/ojs/index.php/ActaSciHumanSocSci/article/view/28040/pdfhttp://www.periodicos.uem.br/ojs/index.php/ActaSciHumanSocSci/article/view/28040/751375143880Corrêa, Patricia Soares AzolineVieira, Francisco Giovanni DavidScharf, Edson Robertoinfo:eu-repo/semantics/openAccess2016-07-11T13:30:22Zoai:periodicos.uem.br/ojs:article/28040Revistahttp://www.periodicos.uem.br/ojs/index.php/ActaSciHumanSocSci/indexPUBhttp://www.periodicos.uem.br/ojs/index.php/ActaSciHumanSocSci/oai||actahuman@uem.br1807-86561679-7361opendoar:2016-07-11T13:30:22Acta Scientiarum. Human and Social Sciences (Online) - Universidade Estadual de Maringá (UEM)false
dc.title.none.fl_str_mv The influence of corporate social marketing in the corporate identity: an study on food industries of the state of Paraná, Brazil
A influência do marketing social corporativo na identidade corporativa: um estudo nas indústrias de alimentos do Paraná
title The influence of corporate social marketing in the corporate identity: an study on food industries of the state of Paraná, Brazil
spellingShingle The influence of corporate social marketing in the corporate identity: an study on food industries of the state of Paraná, Brazil
Corrêa, Patricia Soares Azoline
corporate social marketing
corporate identity
food industry
state of Paraná
Brazil
marketing social corporativo
identidade corporativa
indústria de alimentos
Paraná
Brasil
Mercadologia
title_short The influence of corporate social marketing in the corporate identity: an study on food industries of the state of Paraná, Brazil
title_full The influence of corporate social marketing in the corporate identity: an study on food industries of the state of Paraná, Brazil
title_fullStr The influence of corporate social marketing in the corporate identity: an study on food industries of the state of Paraná, Brazil
title_full_unstemmed The influence of corporate social marketing in the corporate identity: an study on food industries of the state of Paraná, Brazil
title_sort The influence of corporate social marketing in the corporate identity: an study on food industries of the state of Paraná, Brazil
author Corrêa, Patricia Soares Azoline
author_facet Corrêa, Patricia Soares Azoline
Vieira, Francisco Giovanni David
Scharf, Edson Roberto
author_role author
author2 Vieira, Francisco Giovanni David
Scharf, Edson Roberto
author2_role author
author
dc.contributor.author.fl_str_mv Corrêa, Patricia Soares Azoline
Vieira, Francisco Giovanni David
Scharf, Edson Roberto
dc.subject.por.fl_str_mv corporate social marketing
corporate identity
food industry
state of Paraná
Brazil
marketing social corporativo
identidade corporativa
indústria de alimentos
Paraná
Brasil
Mercadologia
topic corporate social marketing
corporate identity
food industry
state of Paraná
Brazil
marketing social corporativo
identidade corporativa
indústria de alimentos
Paraná
Brasil
Mercadologia
description Corporate social marketing (CSM) is a concept that combines social work and marketing tools. It implies that corporations share value with their clients through the dissemination of social programs that they develop, within a process that benefits social causes and the companies themselves. Current paper analyzes the influence of MSC on corporate identity of the major food industries in the state of Paraná, Brazil. A qualitative research was undertaken through interviews with marketing and social managers, as well as with a documentary research in the social media. Data reveal that industrial communication is directed towards stakeholders, with special means, mainly printed material, for the purpose. Managers believe they have obtained results such as strengthening of corporate brand and greater market openness, albeit not on a quantitative basis.
publishDate 2016
dc.date.none.fl_str_mv 2016-06-24
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Pesquisa Empírica de Campo; Pesquisa Qualitativa; Estudo de Caso
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://www.periodicos.uem.br/ojs/index.php/ActaSciHumanSocSci/article/view/28040
10.4025/actascihumansoc.v38i1.28040
url http://www.periodicos.uem.br/ojs/index.php/ActaSciHumanSocSci/article/view/28040
identifier_str_mv 10.4025/actascihumansoc.v38i1.28040
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv http://www.periodicos.uem.br/ojs/index.php/ActaSciHumanSocSci/article/view/28040/pdf
http://www.periodicos.uem.br/ojs/index.php/ActaSciHumanSocSci/article/view/28040/751375143880
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/zip
dc.publisher.none.fl_str_mv Universidade Estadual De Maringá
publisher.none.fl_str_mv Universidade Estadual De Maringá
dc.source.none.fl_str_mv Acta Scientiarum. Human and Social Sciences; Vol 38 No 1 (2016); 13-24
Acta Scientiarum. Human and Social Sciences; v. 38 n. 1 (2016); 13-24
1807-8656
1679-7361
reponame:Acta Scientiarum. Human and Social Sciences (Online)
instname:Universidade Estadual de Maringá (UEM)
instacron:UEM
instname_str Universidade Estadual de Maringá (UEM)
instacron_str UEM
institution UEM
reponame_str Acta Scientiarum. Human and Social Sciences (Online)
collection Acta Scientiarum. Human and Social Sciences (Online)
repository.name.fl_str_mv Acta Scientiarum. Human and Social Sciences (Online) - Universidade Estadual de Maringá (UEM)
repository.mail.fl_str_mv ||actahuman@uem.br
_version_ 1799317508881121280

Registros relacionados