The influence of corporate social marketing in the corporate identity: an study on food industries of the state of Paraná, Brazil
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Data de Publicação: | 2016 |
Outros Autores: | , |
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. |
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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 |
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1799317508881121280 |