Using Integrated Corporate Responsibility to Enhance Consumers' Perceptions

Author:

Candelo Elena1,Casalegno Cecilia1,Civera Chiara1

Affiliation:

1. University of Turin, Italy

Abstract

The chapter aims at synthetizing past research on CSR into the new meaning of CR by investigating if CR is being pursued through an integrated approach with branding by the six major banking corporates in Italy and the UK. In particular, differences and similarities in the extent of implementation are addressed. The research adopts a qualitative approach based on case study development and data analysis according to a CR framework that allowed data extrapolation and systematization, which the authors have designed in accordance with theories of integrated CR. The findings reveal that the extent of integration between CR and branding varies depending on cultural contexts and consumers' perceptions. Most of the sample is undertaking CR policies and programmes with the intent of driving the whole company towards the execution of an integrated strategy, but the UK sample shows the higher extent of integration. The study favours the emerging of best practices for CR integration among banking players and can be adapted to further geographical areas.

Publisher

IGI Global

Reference55 articles.

1. AakerD. A. (2009). Strategic Market Management. New York: Wiley.

2. AakerD. A. (2010). Brand relevance: Making competitors irrelevant. New York: John Wiley & Sons.

3. The Quality and Ethics Connection: Toward Virtuous Organizations

4. Assifero. (2010). La filantropia istituzionale in Italia. Le fondazioni private di erogazione: Crescita e Ruolo [Institutional Philanthropy in Italy. Private Foundations: Development & Role]. Report.

5. Identity based views of the corporation

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3