Información del artículo
Resumen
La literatura de marketing sugiere que las acciones y programas de responsabilidad social empresarial podrían mejorar la imagen y la reputación de las empresas ante los ojos de sus consumidores y ser una importante fuente de ventaja competitiva para las mismas. Sin embargo, poco se sabe acerca las percepciones de estos stakeholders al respecto y sobre sus efectos en dichas variables. Para conocerlos, se llevó a cabo una revisión de la literatura, en donde se planteo un modelo teórico de relaciones estructurales el cual es contrastado empíricamente a través del análisis de su estructura de covarianzas. Para tal objetivo, se utiliza una muestra de 358 consumidores jóvenes de telefonía celular de la ciudad de Valencia, España. Los resultados indican que cada una de las dimensiones estudiadas de la responsabilidad social influyen significativa y directamente sobre la imagen de la marca, e indirectamente sobre la reputación. Tras la discusión, se plantean las conclusiones, las implicaciones académicas y profesionales, las limitaciones de la investigación y se proponen nuevas líneas de investigación futuras.
Palabras clave:
Responsabilidad social corporativa
imagen de marca
reputación
percepciones
comportamiento del consumidor
sistemas de ecuaciones estructurales
Abstract
Marketing literature suggests that consumer perceptions of corporate social responsibility's actions and programs could improve the image and the reputation of the firms. However, little is known about the issue. Hence to find it out, drawing from recent theoretical and empirical research, a structural relationship theoretical model was developed and subsequently empirically tested. The test was done in a mobile phone services consumption context through structural equations modeling using field survey collected data from 358 real young consumers from Valencia, Spain. Results indicate that the studied dimensions of corporate social responsibility do significantly and directly influence brand image, and that they also impacts on reputation but just in an indirect fashion. Results are discussed, and the conclusions include both academic and practitioners implications. Finally, research limitations and future research lines are presented.
Keywords:
Corporate social responsibility
brand image
reputation
perception
consumer behavior
structural equations modeling
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