Capitalize socially responsible brands from a Latin American perspective
Keywords:
Reputation measurer, Corporate Brand, Social Responsibility, Intangibles.Abstract
This research is a first step or phase that aims to produce a reputation meter in order to value a corporate brand based on its social responsibility actions. What does this mean? For a consumer it is emotionally valuable to choose a product or service from an organization that develops social responsibility programs. A literature review relating to theoretical and conceptual references was carried out, in order to identify studies related to the research topic. Within research criteria six reputation meters were selected: Corporate Reputation Forum or Reputations (GLOBALPULSE), Reputation Quotient, Merco (Corporate Reputation Meter), Dow Jones Sustainability Index, The world´s Most Admired Companies by Fortune Magazine andFTSE4 Good.References
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