O efeito da Responsabilidade Social Corporativa (RSC) na construção da imagem de marca: o caso Disney

Rita Cordeiro; Sandra Miranda

doi:10.1590/1983-3652.2024.52551

Autores

Rita Cordeiro Escola Superior de Comunicação Social, IPL, Lisboa, Portugal. https://orcid.org/0000-0001-8713-6370
Sandra Miranda Escola Superior de Comunicação Social, IPL, LIACOM, Lisboa, Portugal https://orcid.org/0000-0002-5544-5942

DOI:

https://doi.org/10.1590/1983-3652.2024.52551

Palavras-chave:

RSC, Sustentabilidade, Tendências, Valores, Impacto

Resumo

Neste artigo é investigado o papel da Responsabilidade Social Corporativa (RSC) na construção da imagem de marca, utilizando a Disney como caso de estudo. Foi adotada uma abordagem mista, combinando métodos qualitativos e quantitativos. No método qualitativo, foram analisados e comparados dois relatórios corporativos da The Walt Disney Company, datados de 2008 e 2022. No método quantitativo, foi aplicado um questionário a membros das Gerações X e Y (N=172). A análise comparativa dos relatórios revelou mudanças significativas na abordagem da Disney à RSC, com destaque para a priorização da diversidade, equidade e inclusão (DEI), demonstrando também a fidelidade da empresa aos seus valores. Quanto aos resultados do inquérito por questionário, não foram identificadas diferenças estatisticamente significativas nas perspetivas das gerações. No entanto, confirmou-se a existência de uma relação positiva entre RSC e imagem de marca. Conclui-se que o investimento em RSC é crucial para construir e manter uma imagem de marca sólida, destacando a crescente importância da RSC como uma ferramenta estratégica para as empresas.

Downloads

Não há dados estatísticos.

Referências

ADDO, Isaac Yeboah. Double pandemic: racial discrimination amid coronavirus disease 2019. Social Sciences & Humanities Open, v. 2, n. 1, p. 100074, 2020. ISSN 25902911. DOI: 10.1016/j.ssaho.2020.100074. Disponível em: https://linkinghub.elsevier.com/retrieve/pii/S2590291120300632. Acesso em: 28 out. 2024.

ADDY, Chris; CHORENGEL, Maya; COLLINS, Mariah; ETZEL, Michael. Calculating the Value of Impact Investing. Harvard Business Review, p. 102–109, jan. 2019. ISSN 0017-8012. Disponível em: https://hbr.org/2019/01/calculating-the-value-of-impact-investing. Acesso em: 28 out. 2024.

AFTAB, Hira; ARIF, Amna; SALAM, Muhammad. Impact of Corporate Social Responsibility on Brand Image: A Study on Telecom Brands. Journal of Basic and Applied Scientific Research, v. 4, n. 21, p. 84–89, 2014. Disponível em: https://www.iiste.org/Journals/index.php/DCS/article/download/16452/16782.

ARORA, Sapna; GULIA, Disha; GARG, Atin. Understanding Impact Investment An insight into Challenges and Opportunities. Rochester, NY: [s. n.], mar. 2021. Disponível em: https://papers.ssrn.com/abstract=3812965. Acesso em: 28 out. 2024.

BACHNIK, Katarzyna; KAŹMIERCZAK, Magdalena; ROJEK-NOWOSIELSKA, Magdalena; STEFAŃSKA, Magdalena; SZUMNIAK-SAMOLEJ, Justina. Corporate social responsibility and sustainability: from values to impact. Thrid Avenue, New York: Routledge, 2022.

BARBER, Brad M.; MORSE, Adair; YASUDA, Ayako. Impact Investing. SSRN Electronic Journal, 2017. ISSN 1556-5068. DOI: 10.2139/ssrn.2705556. Disponível em: https://www.ssrn.com/abstract=2705556. Acesso em: 28 out. 2024.

BARNHART, Michelle; PEÑALOZA, Lisa. Who Are You Calling Old? Negotiating Old Age Identity in the Elderly Consumption Ensemble. Journal of Consumer Research, v. 39, n. 6, p. 1133–1153, abr. 2013. ISSN 0093-5301, 1537-5277. DOI: 10.1086/668536. Disponível em: https://academic.oup.com/jcr/article-lookup/doi/10.1086/668536. Acesso em: 28 out. 2024.

BEISE-ZEE, Ronald. Cause-Related Marketing. In: ENCYCLOPEDIA of Corporate Social Responsibility. New York: Springer, 2013. p. 321–326.

BERKOWITZ, Chirs. The Most Important CSR Trend for the New Decade. [S. l.: s. n.], mar. 2021. Disponível em: https://accp.org/resources/csr-resources/accp-insights-blog/most-important-csr-trend/. Acesso em: 28 out. 2024.

BOWEN, Henry. Social Responsibilities of the Businessman. New York: Harper & Row, 1953.

BRAINSTORY AGENCY. como as empresas estão a comunicar em tempos de pandemia. [S. l.: s. n.], 2020. Disponível em: https://www.brainstory.pt/pt/blog/como-as-empresas-estao-a-comunicar-em-tempos-de-pandemia. Acesso em: 28 out. 2024.

CAMILLERI, Mark Anthony. Corporate Sustainability, Social Responsibility and Environmental Management: An Introduction to Theory and Practice with Case Studies. Cham: Springer International Publishing, 2017. DOI: 10.1007/978-3-319-46849-5. Disponível em: https://link.springer.com/10.1007/978-3-319-46849-5. Acesso em: 28 out. 2024.

CARROLL, Archie B. Carroll’s pyramid of CSR: taking another look. International Journal of Corporate Social Responsibility, v. 1, n. 1, p. 3, dez. 2016. ISSN 2366-0066, 2366-0074. DOI: 10.1186/s40991-016-0004-6. Disponível em: http://jcsr.springeropen.com/articles/10.1186/s40991-016-0004-6. Acesso em: 28 out. 2024.

CEZARINO, Luciana Oranges; ALVES, Marlon Fernandes Rodrigues; CALDANA, Adriana Cristina Ferreira; LIBONI, Lara Bartocci. Dynamic Capabilities for Sustainability: Revealing the Systemic Key Factors. Systemic Practice and Action Research, v. 32, n. 1, p. 93–112, fev. 2019. ISSN 1094-429x, 1573-9295. DOI: 10.1007/s11213-018-9453-z. Disponível em: http://link.springer.com/10.1007/s11213-018-9453-z. Acesso em: 28 out. 2024.

CONLEY, Chip; FRIEDENWALD-FISHMAN, Eric. Como ter lucro e mudar o mundo. São Francisco: Gestãoplus, 2010.

CREARY, John; ROTHBARD, Noa; SCRUGGS, Joan. Improving Workplace Culture through Evidence-Based Diversity, Equity and Inclusion Practices. London: Sage, 2021.

DAILY, Catherine; DALTON, Dan. Bankruptcy and Corporate Governance: The Impact of Board Composition and Structure. Academy of Management Journal, v. 37, n. 6, p. 1603–1617, dez. 1994. ISSN 0001-4273, 1948-0989. DOI: 10.2307/256801. Disponível em: http://amj.aom.org/cgi/doi/10.2307/256801. Acesso em: 28 out. 2024.

DUBOIS, Megan. Disney Releases Corporate Social Responsibility Report For Fiscal Year 2021. [S. l.: s. n.], 2021. Disponível em: https://www.forbes.com/sites/megandubois/2022/02/23/disney-releases-corporate-social-responsibility-report-for-fiscal-year-2021/. Acesso em: 28 out. 2024.

DUNLAP, Riley E.; VAN LIERE, Kent D. The “New Environmental Paradigm”. The Journal of Environmental Education, v. 9, n. 4, p. 10–19, jul. 1978. ISSN 0095-8964, 1940-1892. DOI: 10.1080/00958964.1978.10801875. Disponível em: http://www.tandfonline.com/doi/abs/10.1080/00958964.1978.10801875. Acesso em: 28 out. 2024.

ELO, Satu; KYNGÄS, Helvi. The qualitative content analysis process. Journal of Advanced Nursing, v. 62, n. 1, p. 107–115, abr. 2008. ISSN 0309-2402, 1365-2648. DOI: 10.1111/j.1365-2648.2007.04569.x. Disponível em: https://onlinelibrary.wiley.com/doi/10.1111/j.1365-2648.2007.04569.x. Acesso em: 28 out. 2024.

FARIA, Cristiana. Um breve olhar sobre a Escolha do Consumidor em produtos alimentares. [S. l.: s. n.], fev. 2019. Disponível em: https://consumertrends.pt/2019/estudos-de-mercado/um-breve- olhar-sobre-a-escolha-do-consumidor-em-produtos-alimentares/. Acesso em: 28 out. 2024.

FERRARO, Carla; HEMSLEY, Alicia; SANDS, Sean. Embracing diversity, equity, and inclusion (DEI): Considerations and opportunities for brand managers. Business Horizons, v. 66, n. 4, p. 463–479, jul. 2023. ISSN 00076813. DOI: 10.1016/j.bushor.2022.09.005. Disponível em: https://linkinghub.elsevier.com/retrieve/pii/S0007681322001240. Acesso em: 28 out. 2024.

FILL, Chris; TURNBULL, Sarah. Marketing Communications: Discovery, creation and conversations. Ny: Pearson, 2016.

FRANCIS, Khris; BALBONI, Paolo. New ground-breaking framework for building a sustainable data-driven economy: Data Protection as a Corporate Social Responsibility - New ground-breaking framework for building a sustainable data-driven economy: Data Protection as a Corporate Social Responsibility - Maastricht UniversityData Protection as a Corporate Social Responsibility is the New Competitive Edge: Developing a New Dimension of Data Protection as a Corporate Social Responsibility. [S. l.: s. n.], 2022. Disponível em: https://www.maastrichtuniversity.nl/new-ground-breaking-framework-building-sustainable-data-driven-economy-data-protection-corporate. Acesso em: 28 out. 2024.

GHOSH, Anirrban. When Brands Should Shut Up – A Study on Brand Activism. [S. l.: s. n.], set. 2021. Disponível em:

https://www.brandingmag.com/2021/09/02/when-brands-should-shut-up-a-study-on-brand-activism/. Acesso em: 28 out. 2024.

GLOBAL IMPACT INVESTING NETWORK. What you need to know about impact investing. [S. l.: s. n.], 2023. Disponível em: https://thegiin.org/publication/post/about-impact-investing/. Acesso em: 28 out. 2024.

GONZALEZ-ARCOS, Claudia; JOUBERT, Alison M.; SCARABOTO, Daiane; GUESALAGA, Rodrigo; SANDBERG, Jörgen. “How Do I Carry All This Now?” Understanding Consumer Resistance to Sustainability Interventions. Journal of Marketing, v. 85, n. 3, p. 44–61, maio 2021. ISSN 0022-2429, 1547-7185. DOI: 10.1177/0022242921992052. Disponível em: https://journals.sagepub.com/doi/10.1177/0022242921992052. Acesso em: 28 out. 2024.

GOVINDJI, Karina. Google Cloud BrandVoice: 6 Ways To Help Your DEI Initiatives Drive Greater Impact. [S. l.: s. n.], 2023. Disponível em: https://www.forbes.com/sites/googlecloud/2022/02/10/6-ways-to-help-your-dei-initiatives-driver-greater-impact/. Acesso em: 28 out. 2024.

GSG IMPACT. New study shows steady growth of European impact investments. [S. l.: s. n.], 2022. Disponível em: https://www.gsgimpact.org/media/news/new-study-shows-steady-growth-of-european-impact-investments-but-more-acceleration-is-needed/. Acesso em: 28 out. 2024.

HE, Yuanqiong; LAI, Kin Keung. The effect of corporate social responsibility on brand loyalty: the mediating role of brand image. Total Quality Management & Business Excellence, v. 25, n. 3-4, p. 249–263, fev. 2014. ISSN 1478-3363, 1478-3371. DOI: 10.1080/14783363.2012.661138. Disponível em: http://www.tandfonline.com/doi/abs/10.1080/14783363.2012.661138. Acesso em: 28 out. 2024.

HEDING, Tilde; KNUDTZEN, Charlotte F.; BJERRE, Mogens. Brand Management: Mastering Research, Theory and Practice. 3. ed. Third Edition. | New York : Routledge, 2020. | Revised edition of the authors’ Brand management, 2016.: Routledge, maio 2020. ISBN 9780367172596. DOI: 10.4324/9780367172596. Disponível em: https://www.taylorfrancis.com/books/9781000065503. Acesso em: 28 out. 2024.

HESSEKIEL, David. 2023 CSR Trend Forecasts. [S. l.: s. n.], 2023. Disponível em: https://www.forbes.com/sites/davidhessekiel/2023/01/19/23-csr-trend-forecasts/. Acesso em: 28 out. 2024.

HUMAN, Ted. The human touch: Stakeholders are pushing companies to talk more about issues like employee engagement, health & safety and diversity, equity & inclusion. [S. l.: s. n.], 2022. Disponível em: https://content.irmagazine.com/story/ir-magazine-spring-2022/. Acesso em: 28 out. 2024.

IOANNOU, Ioannis; SERAFEIM, George. The impact of corporate social responsibility on investment recommendations: Analysts’ perceptions and shifting institutional logics: CSR and Investment Recommendations. Strategic Management Journal, v. 36, n. 7, p. 1053–1081, jul. 2015. ISSN 01432095. DOI: 10.1002/smj.2268. Disponível em: https://onlinelibrary.wiley.com/doi/10.1002/smj.2268. Acesso em: 28 out. 2024.

KELL, Georg. Five trends that show corporate responsibility is here to stay. The Guardian, ago. 2014. ISSN 0261-3077. Disponível em: https://www.theguardian.com/sustainable-business/blog/five-trends-corporate-social-responsbility-global-movement. Acesso em: 28 out. 2024.

KORSCHUN, Daniel. Brand Activism Is Here to Stay: Here’s Why. NIM Marketing Intelligence Review, v. 13, n. 2, p. 10–17, nov. 2021. ISSN 2628-166x. DOI: 10.2478/nimmir-2021-0011. Disponível em: https://www.sciendo.com/article/10.2478/nimmir-2021-0011. Acesso em: 28 out. 2024.

KOTLER, Philip; KELLER, Kevin; CHERNEV, Alexander. Marketing Management. Ny: Pearson Education, 2022.

KOTLER, Philip; SARKAR, Christian. Brand Activism: From Purpose to Action. [S. l.]: Idea Bite Press, 2018.

KSIĘŻAK, Paulina; FISCHBACH, Barbara. Triple Bottom Line: The Pillars of CSR. Journal of Corporate Responsibility and Leadership, v. 4, n. 3, p. 95, maio 2018. ISSN 2392-2699, 2392-2680. DOI: 10.12775/jcrl.2017.018. Disponível em: http://apcz.umk.pl/czasopisma/index.php/JCRL/article/view/JCRL.2017.018. Acesso em: 28 out. 2024.

LAMBIN, Jean-Jacques. Global Corporate Accountability. Symphonya. Emerging Issues in Management, n. 1, p. 45, out. 2020. ISSN 15930319. DOI: 10.4468/2020.1.04lambin. Disponível em: https://symphonya.unicusano.it/index.php/sym/article/view/13372. Acesso em: 28 out. 2024.

LEKAKIS, Jack. Consumer Activism Promotional Culture & Resistance. London: Sage, 2022.

LEONIDOU, Constantinos N.; GRUBER, Verena; SCHLEGELMILCH, Bodo B. Consumers’ Environmental Sustainability Beliefs and Activism: A Cross-Cultural Examination. Journal of International Marketing, v. 30, n. 4, p. 78–104, dez. 2022. ISSN 1069-031x, 1547-7215. DOI: 10.1177/1069031x221128786. Disponível em: https://journals.sagepub.com/doi/10.1177/1069031X221128786. Acesso em: 28 out. 2024.

LIEN, Che-Hui; WEN, Miin-Jye; HUANG, Li-Ching; WU, Kuo-Lung. Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, v. 20, n. 4, p. 210–218, dez. 2015. ISSN 10293132. DOI: 10.1016/j.apmrv.2015.03.005. Disponível em: https://linkinghub.elsevier.com/retrieve/pii/S102931321500041X. Acesso em: 28 out. 2024.

LUITEN, Sylvie-Cecile. Corporate social responsibility and consumerism: case examples from Hyatt, Scandic and Walt Disney. Worldwide Hospitality and Tourism Themes, v. 12, n. 5, p. 547–562, jul. 2020. ISSN 1755-4217, 1755-4217. DOI: 10.1108/whatt-06-2020-0045. Disponível em: https://www.emerald.com/insight/content/doi/10.1108/WHATT-06-2020-0045/full/html. Acesso em: 28 out. 2024.

MARTÍNEZ, Eva; DE CHERNATONY, Leslie. The effect of brand extension strategies upon brand image. Journal of Consumer Marketing, v. 21, n. 1, p. 39–50, jan. 2004. ISSN 0736-3761. DOI: 10.1108/07363760410513950. Disponível em: https://www.emerald.com/insight/content/doi/10.1108/07363760410513950/full/html. Acesso em: 28 out. 2024.

MUKHERJEE, Sourjo; ALTHUIZEN, Niek. Brand activism: Does courting controversy help or hurt a brand? International Journal of Research in Marketing, v. 37, n. 4, p. 772–788, dez. 2020. ISSN 01678116. DOI: 10.1016/j.ijresmar.2020.02.008. Disponível em: https://linkinghub.elsevier.com/retrieve/pii/S0167811620300264. Acesso em: 28 out. 2024.

ORTEGON, Mick. The Danger of Branding Social Activism. [S. l.: s. n.], abr. 2019. Disponível em: https://brownpoliticalreview.org/2019/04/danger-branding-social-activism/. Acesso em: 28 out. 2024.

PAW RESEARCH CENTER. Generations. [S. l.: s. n.], maio 2019. Disponível em: https://www.pewresearch.org/chart/generations/. Acesso em: 28 out. 2024.

POLMAN, Paul; WINSTON, Andrew. Net Positive: How Courageous Companies Thrive by Giving More Than They Take. Boston, Massachusetts: Harvard Business Review Press, 2022.

PORTER, Michael; KRAMER, Mark. The Competitive Advantage of Corporate Philanthropy. Harvard Business Review, dez. 2002. ISSN 0017-8012. Disponível em: https://hbr.org/2002/12/the-competitive-advantage-of-corporate-philanthropy. Acesso em: 28 out. 2024.

QUEZADO, Tarcia Camily Cavalcante; CAVALCANTE, William Quezado Figueiredo; FORTES, Nuno; RAMOS, Ricardo Filipe. Corporate Social Responsibility and Marketing: A Bibliometric and Visualization Analysis of the Literature between the Years 1994 and 2020. Sustainability, v. 14, n. 3, p. 1694, fev. 2022. ISSN 2071-1050. DOI: 10.3390/su14031694. Disponível em: https://www.mdpi.com/2071-1050/14/3/1694. Acesso em: 28 out. 2024.

RITTER, Lois A.; SUE, Valerie M. Introduction to using online surveys. New Directions for Evaluation, v. 2007, n. 115, p. 5–14, set. 2007. ISSN 1097-6736, 1534-875x. DOI: 10.1002/ev.230. Disponível em: https://onlinelibrary.wiley.com/doi/10.1002/ev.230. Acesso em: 28 out. 2024.

ROBINSON, Stefanie Rosen; IRMAK, Caglar; JAYACHANDRAN, Satish. Choice of Cause in Cause-Related Marketing. Journal of Marketing, v. 76, n. 4, p. 126–139, jul. 2012. ISSN 0022-2429, 1547-7185. DOI: 10.1509/jm.09.0589. Disponível em: https://journals.sagepub.com/doi/10.1509/jm.09.0589. Acesso em: 28 out. 2024.

RODRÍGUEZ‐FERNÁNDEZ, Mercedes; GASPAR‐GONZÁLEZ, Ana I.; SÁNCHEZ‐TEBA, Eva M. Sustainable social responsibility through stakeholders engagement. Corporate Social Responsibility and Environmental Management, v. 27, n. 6, p. 2425–2436, nov. 2020. ISSN 1535-3958, 1535-3966. DOI: 10.1002/csr.2023. Disponível em: https://onlinelibrary.wiley.com/doi/10.1002/csr.2023. Acesso em: 28 out.

SALNIKOVA, Ekaterina; STRIZHAKOVA, Yuliya; COULTER, Robin A. Engaging Consumers with Environmental Sustainability Initiatives: Consumer Global–Local Identity and Global Brand Messaging. Journal of Marketing Research, v. 59, n. 5, p. 983–1001, out. 2022. ISSN 0022-2437, 1547-7193. DOI: 10.1177/00222437221078522. Disponível em: https://journals.sagepub.com/doi/10.1177/00222437221078522. Acesso em: 28 out. 2024.

SCHIFFMAN, Leon; WISENBLIT, Jon. Consumer Behavior. [S. l.]: Pearson, 2019.

SILVA JUNIOR, Mário Sérgio Teodoro Da. Formas da expressão animatorial: o sentido dos movimentos na animação Disney / Forms of animatorial expression: the meaning of motion in Disney animation. Texto Livre: Linguagem e Tecnologia, v. 10, n. 2, p. 220–239, dez. 2017. ISSN 1983-3652. DOI: 10.17851/1983-3652.10.2.220-239. Disponível em: https://periodicos.ufmg.br/index.php/textolivre/article/view/16771. Acesso em: 28 out. 2024.

STOBIERSKI, Ted. What Is Corporate Social Responsibility? 4 Types. [S. l.: s. n.], abr. 2021. Disponível em: https://online.hbs.edu/blog/post/types-of-corporate-social-responsibility. Acesso em: 28 out. 2024.

TORA, Krisztina. Three Trends Transforming Impact Investing. [S. l.: s. n.], fev. 2023. Disponível em: https://www.esginvestor.net/three-trends-transforming-impact-investing/. Acesso em: 28 out. 2024.

WRIGHT, Kevin B. Researching Internet-Based Populations: Advantages and Disadvantages of Online Survey Research, Online Questionnaire Authoring Software Packages, and Web Survey Services. Journal of Computer-Mediated Communication, v. 10, n. 3, p. 103–113, 2005. ISSN 10836101. DOI: 10.1111/j.1083-6101.2005.tb00259.x. Disponível em: https://academic.oup.com/jcmc/article/4614509. Acesso em: 28 out. 2024.

WU, Shwu-Ing; WANG, Wen-Hsuan. Impact of CSR Perception on Brand Image, Brand Attitude and Buying Willingness: A Study of a Global Café. International Journal of Marketing Studies, v. 6, n. 6, p43, nov. 2014. ISSN 1918-7203, 1918-719x. DOI: 10.5539/ijms.v6n6p43. Disponível em: http://www.ccsenet.org/journal/index.php/ijms/article/view/42558. Acesso em: 28 out. 2024.