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/as

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

Palabras clave:

RSC, Sustentabilidade, Tendências, Valores, Impacto

Resumen

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.

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