© 2017 Intellect Ltd Article. English language. This article seeks to investigate the way in which Catalonia Television’s (TV3) Corporate Social Responsibility (CSR) has helped the company cultivate an image associated with Catalan identity by way of a charity initiative: a telethon known as La Marató (‘The marathon’). In the empirical stage there were 463 interviews with seven stakeholder groups. This stage is important as it is a window into the perceptions of all the groups involved in the company. The most significant results show how La Marató is considered to be a symbol of Catalan identity and how some intangible values (the company’s social capital) impacted the organization’s reputation. In terms of theory, the article proposes that identity should be considered an important intangible asset.
|Journal||Catalan Journal of Communication and Cultural Studies|
|Publication status||Published - 1 Jan 2017|
- Catalan identity
- Corporate reputation
- Corporate Social Responsibility
- Intangible values
- Stakeholders Catalonia Television