Reacciones hacia la publicidad de responsabilidad social corporativa de entidades financieras

• María del Mar García-De los Salmones ^[1] ; Andrea Pérez ^[1]
  1. [1] Universidad de Cantabria

     Universidad de Cantabria

     Santander, España

     
• Localización: UCJC Business & Society Review, ISSN-e 2659-3270, Nº. 60, 2018, págs. 18-53
• Idioma: español
• Títulos paralelos:
  • Reactions to the corporate social responsibility advertising of financial entities
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    La comunicación de la Responsabilidad Social Corporativa (RSC) es necesaria, pero sigue generando dudas, por la suspicacia que puede provocar en la audiencia. En esta línea, este estudio analiza las reacciones de los consumidores, en términos de creencias (atribuciones), afectos (emociones y actitud hacia el anuncio) y conducta ante la publicidad de una causa filantrópica por parte de entidades financieras con distinta reputación social. Como resultado, se aprecia que la reputación es un elemento clave que explica diferencias en las reacciones de los públicos, y puede condicionar la efectividad de la publicidad de RSC

  • English

    CSR communication is necessary but it remains a challenge because of the potential scepticism that it can provoke in audiences. Along this line, this study analyses consumer reactions – in terms of beliefs (attributions), affects (emotions and attitudes) and behaviour – to CSR advertisements of financial entities with different social reputations. As a result, it was observed that reputation is a key variable, it explains differences in audience reactions, and it may condition the effectiveness of advertising

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