A relação entre reputação corporativa e responsabilidade social corporativa

• Autor(a) principal: Lerner, Elisabeth Barbieri
• Data de Publicação: 2006
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações do Mackenzie
• Texto Completo: http://dspace.mackenzie.br/handle/10899/23525
• topic: responsabilidade social corporativa; desempenho social corporativo; reputação corporativa; imagem corporativa; corporate social responsibility; corporate reputation; corporate social performance; corporate image; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS

This research evaluated the relationship between the corporate reputation and the corporate social responsibility under the perspective of internal and external stakeholders of the companies. To carry through the research it was necessary to develop measurement scales for the two searched constructs. In the case of the corporate social responsibility, the development of a scale led to the discussion of models of corporate social performance and how to translate them into and operational measure for social responsibility. Two recognized instruments used by the companies to report their social performance had been adopted as starting point (GRI guidelines e Ethos questionnaire). The study of corporate reputation investigated how it has been defined and which variables have been associated with this construct. It was observed that corporate reputation and corporate image frequently appear in the literature as identical, as totally separate concepts or as interrelated phenomena depending on the viewpoints adopted and a proposition for a definition of corporate reputation and corporate image has also been done. The procedures adopted for the construction of the reputation scale had been based on the studies developed by Schwaiger (2004) and Helm (2005), based in Churchill (1979), Anderson and Gerbing (1991), Bagozzi (1994a), Rossiter (2000), Diamantopoulos and Winklhofer. Both scales were developed by type of stakeholder however with the objective to be universal for the diverse sectors of the economy. The sample of respondents was composed of 7129 customers and 679 employees of four national banks. The results had shown strong relationship between the constructs demonstrating that companies that don t assume a responsible posture won t be able to build a good reputation. It was also possible to identify which factors of the corporate social responsibility are most correlated with corporate reputation and to contribute for the discussion of how companies can more effectively plan their actions for these two groups of stakeholders. The study also contributes for the discussion of the form to measure the two constructs. This is a relevant aspect, considering the diversity of approaches for reputation and the necessity of academic treatment for the subject corporative social responsibility.