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

Authors

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

Keywords:

CSR, Sustainability, Trends, Values, Impact

Abstract

This article investigates the role of Corporate Social Responsibility (CSR) in building brand image, using Disney as a case study. A mixed-method approach was adopted, combining qualitative and quantitative methods. In the qualitative method, two corporate reports from The Walt Disney Company, dated 2008 and 2022, were analyzed and compared. In the quantitative method, a questionnaire was administered to members of Generations X and Y (N=172). The comparative analysis of the reports revealed significant changes in Disney’s approach to CSR, particularly emphasizing diversity, equity, and inclusion (DEI), also demonstrating the company’s commitment to its values. Regarding the questionnaire survey results, no statistically significant differences were identified in the perspectives of the generations. However, a positive relationship between CSR and brand image was confirmed. It is concluded that investing in CSR is crucial for building and maintaining a strong brand image, highlighting the growing importance of CSR as a strategic tool for companies.

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References

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