Final published version
Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Corporate social responsibility to build strong Brazilian bank brand
AU - Scharf, Edson Roberto
AU - Fernandes, Josiane
AU - Kormann, Bruno Diego
PY - 2012/9/7
Y1 - 2012/9/7
N2 - Purpose: The purpose of this study is to identify and analyze the set of corporate social responsibility actions of a Brazilian bank as support to the strengthening of an organizational brand. The specific scope is to discuss the reflections of sustainable actions adopted for the recognition of the organization's brand. Design/methodology/approach: A case study, based on Yin, and in-depth interviews with those responsible for the sustainability department of the studied organization were adopted. Findings: Literature and the understanding of the organization's executives, when compared to actions adopted by Banco do Brasil, allow the conclusion that the set of corporate social responsibility actions reflects, in its instrumental use, the intention of managing answers to social, economical and environmental demands, and in its conceptual use has helped in strengthening the financial institution's brand. Originality/value: The paper focuses on the set of corporate social responsibility actions adopted by the largest financial institution in Brazil and its relationship with brand strengthening. It is one of the few studies examining the efforts of corporate social responsibility in a bank's brand.
AB - Purpose: The purpose of this study is to identify and analyze the set of corporate social responsibility actions of a Brazilian bank as support to the strengthening of an organizational brand. The specific scope is to discuss the reflections of sustainable actions adopted for the recognition of the organization's brand. Design/methodology/approach: A case study, based on Yin, and in-depth interviews with those responsible for the sustainability department of the studied organization were adopted. Findings: Literature and the understanding of the organization's executives, when compared to actions adopted by Banco do Brasil, allow the conclusion that the set of corporate social responsibility actions reflects, in its instrumental use, the intention of managing answers to social, economical and environmental demands, and in its conceptual use has helped in strengthening the financial institution's brand. Originality/value: The paper focuses on the set of corporate social responsibility actions adopted by the largest financial institution in Brazil and its relationship with brand strengthening. It is one of the few studies examining the efforts of corporate social responsibility in a bank's brand.
KW - Banks
KW - Brand awareness
KW - Branding
KW - Brazil
KW - Corporate social responsibility
KW - CSR advertising
KW - Marketing strategy
U2 - 10.1108/02652321211262203
DO - 10.1108/02652321211262203
M3 - Journal article
AN - SCOPUS:84865793717
VL - 30
SP - 436
EP - 451
JO - International Journal of Bank Marketing
JF - International Journal of Bank Marketing
SN - 0265-2323
IS - 6
ER -