The awareness of social causes and its impact on the perception of brand image. The Spanish case of Televisió de Catalunya

Jaime A. Orozco-Toro, Carme Ferré-Pavia

Research output: Contribution to journalArticleResearchpeer-review

2 Citations (Scopus)

Abstract

This research aims to determine if the broadcasting of social causes impacts the perception of a mediacompany brand image. The theoretical framework is based on concepts such as social advertising, brand image, corporate identity and reputation as a starting point to understand how solidarity initiatives affect the brand image. The empirical work consisted on the application of a qualitative open question survey to 266 citizens of the autonomous community of Catalonia (Spain). The main results determine that the broadcasting of social causes has a positive impact on brand image, according to the perception of citizens. In addition, they perceive the efforts being made in such initiatives as positive. Thus, the linking with stakeholders becomes stronger thanks to these campaigns.
Original languageEnglish
Pages (from-to)125-138
JournalCuadernos.info
Issue number36
DOIs
Publication statusPublished - 1 Jan 2015

Keywords

  • Brand image
  • Identity
  • Media companies
  • Social advertising
  • Social causes
  • Stakeholders

Fingerprint Dive into the research topics of 'The awareness of social causes and its impact on the perception of brand image. The Spanish case of Televisió de Catalunya'. Together they form a unique fingerprint.

Cite this