Home > Research > Publications & Outputs > The advertising of corporate social responsibil...

Research

Links

Text available via DOI:

Keywords

View graph of relations

The advertising of corporate social responsibility in a Brazilian bank

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Published

Standard

The advertising of corporate social responsibility in a Brazilian bank. / Scharf, Edson Roberto; Fernandes, Josiane.
In: International Journal of Bank Marketing, Vol. 31, No. 1, 25.01.2013, p. 24-37.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Scharf, ER & Fernandes, J 2013, 'The advertising of corporate social responsibility in a Brazilian bank', International Journal of Bank Marketing, vol. 31, no. 1, pp. 24-37. https://doi.org/10.1108/02652321311292038

APA

Scharf, E. R., & Fernandes, J. (2013). The advertising of corporate social responsibility in a Brazilian bank. International Journal of Bank Marketing, 31(1), 24-37. https://doi.org/10.1108/02652321311292038

Vancouver

Scharf ER, Fernandes J. The advertising of corporate social responsibility in a Brazilian bank. International Journal of Bank Marketing. 2013 Jan 25;31(1):24-37. doi: 10.1108/02652321311292038

Author

Scharf, Edson Roberto ; Fernandes, Josiane. / The advertising of corporate social responsibility in a Brazilian bank. In: International Journal of Bank Marketing. 2013 ; Vol. 31, No. 1. pp. 24-37.

Bibtex

@article{ec6644e231d146748479b5949c98ec92,
title = "The advertising of corporate social responsibility in a Brazilian bank",
abstract = "Purpose: Organizations achieve brand awareness through marketing efforts. Studies show that advertising plays a central role in garnering results. The purpose of this paper is to analyze the corporate social responsibility (CSR) advertised by a retail bank in Brazil. Design/methodology/approach: Critical discourse analysis (CDA) was adopted, with the three steps proposed by Fairclough: textual analysis, processing analysis, and social analysis. This approach allows in-depth analysis of the CSR discourse present in communications of organizations with their target. Findings: Literature indicates that consumers prefer to obtain personal advantages rather than benefits to the environment in which they live. This could influence organizations' preference towards communication campaigns that demonstrate CSR actions, and that additionally communicate benefits which individuals receive. However, one of the largest banks using advertising limited to CSR-specific aspects achieves impressive brand awareness results. Originality/value: This study presents evidence that CSR advertising can stimulate brand awareness without using commercial aspects in its content.",
keywords = "Advertising, Banks, Bradesco, Brand awareness, Branding, Brazil, Brazilian banks, Consumer behaviour, Corporate social responsibility",
author = "Scharf, {Edson Roberto} and Josiane Fernandes",
year = "2013",
month = jan,
day = "25",
doi = "10.1108/02652321311292038",
language = "English",
volume = "31",
pages = "24--37",
journal = "International Journal of Bank Marketing",
issn = "0265-2323",
publisher = "Emerald Group Publishing Ltd.",
number = "1",

}

RIS

TY - JOUR

T1 - The advertising of corporate social responsibility in a Brazilian bank

AU - Scharf, Edson Roberto

AU - Fernandes, Josiane

PY - 2013/1/25

Y1 - 2013/1/25

N2 - Purpose: Organizations achieve brand awareness through marketing efforts. Studies show that advertising plays a central role in garnering results. The purpose of this paper is to analyze the corporate social responsibility (CSR) advertised by a retail bank in Brazil. Design/methodology/approach: Critical discourse analysis (CDA) was adopted, with the three steps proposed by Fairclough: textual analysis, processing analysis, and social analysis. This approach allows in-depth analysis of the CSR discourse present in communications of organizations with their target. Findings: Literature indicates that consumers prefer to obtain personal advantages rather than benefits to the environment in which they live. This could influence organizations' preference towards communication campaigns that demonstrate CSR actions, and that additionally communicate benefits which individuals receive. However, one of the largest banks using advertising limited to CSR-specific aspects achieves impressive brand awareness results. Originality/value: This study presents evidence that CSR advertising can stimulate brand awareness without using commercial aspects in its content.

AB - Purpose: Organizations achieve brand awareness through marketing efforts. Studies show that advertising plays a central role in garnering results. The purpose of this paper is to analyze the corporate social responsibility (CSR) advertised by a retail bank in Brazil. Design/methodology/approach: Critical discourse analysis (CDA) was adopted, with the three steps proposed by Fairclough: textual analysis, processing analysis, and social analysis. This approach allows in-depth analysis of the CSR discourse present in communications of organizations with their target. Findings: Literature indicates that consumers prefer to obtain personal advantages rather than benefits to the environment in which they live. This could influence organizations' preference towards communication campaigns that demonstrate CSR actions, and that additionally communicate benefits which individuals receive. However, one of the largest banks using advertising limited to CSR-specific aspects achieves impressive brand awareness results. Originality/value: This study presents evidence that CSR advertising can stimulate brand awareness without using commercial aspects in its content.

KW - Advertising

KW - Banks

KW - Bradesco

KW - Brand awareness

KW - Branding

KW - Brazil

KW - Brazilian banks

KW - Consumer behaviour

KW - Corporate social responsibility

U2 - 10.1108/02652321311292038

DO - 10.1108/02652321311292038

M3 - Journal article

AN - SCOPUS:84873040508

VL - 31

SP - 24

EP - 37

JO - International Journal of Bank Marketing

JF - International Journal of Bank Marketing

SN - 0265-2323

IS - 1

ER -