出版社：Faculty of Communications of the Pontificia Universidad Católica de Chile
摘要：This research aims to determine if the broadcasting of social causes impacts the perception of a media company 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.
关键词：Imagen de marca, identidad, publicidad social, causas sociales, stakeholders, empresas de comunicación
