Investimentos socioambientais para posicionamento de marca: um estudo sobre imagem organizacional
Ano de defesa: | 2011 |
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Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | , |
Tipo de documento: | Dissertação |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Universidade Federal de Santa Maria
|
Programa de Pós-Graduação: |
Programa de Pós-Graduação em Administração
|
Departamento: |
Administração
|
País: |
BR
|
Palavras-chave em Português: | |
Palavras-chave em Inglês: | |
Área do conhecimento CNPq: | |
Link de acesso: | http://repositorio.ufsm.br/handle/1/4589 |
Resumo: | This study aims to investigate how the Social and Environmental Investments and other actions of Corporate Social Responsability of the companies impact on organizational image of them before their customers. The theme is justified by the need to verify that such actions bring effective results in the quest for improved organizational image. For a better understanding of the topic, literature search was conducted on the topics of organizational image, Social Responsibility, Institutional Marketing and Communications. The company Natura Cosmetics SA was chosen as an object of study due to its strong performance in the social, environmental and cultural areas in the country. The actions carried out by the company were described in this study through a literature search conducted on the company s publications about the subject and segmented into three categories: Ecologic Marketing, Cultural Marketing, and Social Marketing. To achieve the objectives of the study, a survey was conducted with the consultants (sellers of products). This public was chosen because they are considered to be the first consumers of Natura s products. The survey was conducted through a questionnaire, developed from a hypothetical model of research adapted from Gonçalves Filho et al (2009). The results indicated that the activities better known by the respondents are the ones about ecology, which are directly related to the identity linked to natural products that do not harm the environment that the company transmits (therefore, they are well communicated) and the program "Believe to See, "which has a line of products aimed at raising funds to it, so the consultants are in frequent contact. The respondents were asked about their opinion on the investments and 99.2% have positive view, with only one respondent has indifferent vision. Moreover, 80% of respondents said that the realization of these actions positively affect their opinion on the company. The focus of the study, however, was to investigate the impact of specific actions, whereas other studies have already shown the impact of Social Responsibility actions in general. Thus, the consultants were asked about what actions impacted the most their opinion about the company. The results indicate that the activities that are better communicated are also those that most affect the opinion, especially those related to ecology and society. The actions related to culture, however, even when properly communicated don t have relevant return on image, compared to the returns of other kind of actions. The results, therefore, allowed to accept two hypotheses made (related to ecology and society) and refute one of the hypotheses (related to cultural activities). |
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2017-04-062017-04-062011-03-10CASTRO, Aline Eggres de. Environmental investments for brand positioning: a study on organizational image. 2011. 122 f. Dissertação (Mestrado em Administração) - Universidade Federal de Santa Maria, Santa Maria, 2011.http://repositorio.ufsm.br/handle/1/4589This study aims to investigate how the Social and Environmental Investments and other actions of Corporate Social Responsability of the companies impact on organizational image of them before their customers. The theme is justified by the need to verify that such actions bring effective results in the quest for improved organizational image. For a better understanding of the topic, literature search was conducted on the topics of organizational image, Social Responsibility, Institutional Marketing and Communications. The company Natura Cosmetics SA was chosen as an object of study due to its strong performance in the social, environmental and cultural areas in the country. The actions carried out by the company were described in this study through a literature search conducted on the company s publications about the subject and segmented into three categories: Ecologic Marketing, Cultural Marketing, and Social Marketing. To achieve the objectives of the study, a survey was conducted with the consultants (sellers of products). This public was chosen because they are considered to be the first consumers of Natura s products. The survey was conducted through a questionnaire, developed from a hypothetical model of research adapted from Gonçalves Filho et al (2009). The results indicated that the activities better known by the respondents are the ones about ecology, which are directly related to the identity linked to natural products that do not harm the environment that the company transmits (therefore, they are well communicated) and the program "Believe to See, "which has a line of products aimed at raising funds to it, so the consultants are in frequent contact. The respondents were asked about their opinion on the investments and 99.2% have positive view, with only one respondent has indifferent vision. Moreover, 80% of respondents said that the realization of these actions positively affect their opinion on the company. The focus of the study, however, was to investigate the impact of specific actions, whereas other studies have already shown the impact of Social Responsibility actions in general. Thus, the consultants were asked about what actions impacted the most their opinion about the company. The results indicate that the activities that are better communicated are also those that most affect the opinion, especially those related to ecology and society. The actions related to culture, however, even when properly communicated don t have relevant return on image, compared to the returns of other kind of actions. The results, therefore, allowed to accept two hypotheses made (related to ecology and society) and refute one of the hypotheses (related to cultural activities).O presente estudo tem como objetivo investigar a maneira como os Investimentos Socioambientais e demais ações de Responsabilidade Social Corporativa das empresas impactam na imagem organizacional delas perante seus consumidores. O tema justifica-se pela necessidade de verificar se tais ações trazem resultados efetivos na busca de melhoria de imagem organizacional. Para uma maior compreensão do tema, foi realizada pesquisa bibliográfica sobre os temas da imagem organizacional, Responsabilidade Social, Marketing e Comunicação Institucionais. A empresa Natura Cosméticos S.A. foi escolhida como objeto de estudo devido a sua forte atuação nas áreas social, ambiental e cultural no país. As ações realizadas pela empresa foram descritas neste estudo por meio de uma pesquisa bibliográfica nas publicações realizadas pela empresa sobre o tema e segmentadas em três modalidades: Marketing Ecológico, Marketing Cultural e Marketing Social. Para atingir os objetivos do estudo, foi realizada pesquisa survey com as consultoras (revendedoras de produtos) da empresa, público escolhido por serem consideradas as primeiras consumidoras dos produtos Natura. A survey se deu por meio da aplicação de questionário, elaborado a partir do modelo hipotético de pesquisa adaptado de Gonçalves Filho et al (2009). Os resultados indicam que as ações mais conhecidas pelas respondentes são as de cunho ecológico, que estão diretamente relacionadas com a identidade ligada a produtos naturais, que não agridem o meio ambiente que a empresa transmite (ou seja, são bem comunicadas) e o programa Crer para Ver , que possui uma linha de produtos direcionada a arrecadar fundos a ele, portanto as consultoras estão em freqüente contato. As respondentes foram questionadas a respeito de sua opinião sobre os investimentos e 99,2% afirmam ter visão positiva, sendo que apenas uma respondente tem visão indiferente. Além disso, 80% das respondentes afirmaram que a realização dessas ações afeta positivamente sua opinião em relação à empresa. O foco do estudo, entretanto, era verificar o impacto de ações específicas, visto que outros estudos já demonstraram o impacto de ações de Responsabilidade Social de maneira geral. Dessa forma, as consultoras foram questionadas a respeito de quais ações impactavam mais sua opinião em relação à empresa. Os resultados indicam que as ações mais bem comunicadas são também as que mais afetam a opinião, especialmente as relacionadas à ecologia e sociedade. As ações relacionadas à cultura, entretanto, mesmo quando propriamente comunicadas não apresentam retorno relevante em imagem, se comparado ao retorno das ações de outros cunhos. Os resultados, portanto, permitiram aceitar duas das hipóteses apresentadas (as relacionadas à ecologia e sociedade) e refutar uma das hipóteses (relacionada a ações culturais).Coordenação de Aperfeiçoamento de Pessoal de Nível Superiorapplication/pdfporUniversidade Federal de Santa MariaPrograma de Pós-Graduação em AdministraçãoUFSMBRAdministraçãoImagem organizacionalInvestimentos socioambientaisMarketing institucionalOrganizational imageSocial-environmental investmentsInstitutional marketingCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOInvestimentos socioambientais para posicionamento de marca: um estudo sobre imagem organizacionalEnvironmental investments for brand positioning: a study on organizational imageinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisScherer, Flavia Lucianehttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4708089U6Wittmann, Milton Luizhttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4785476D0Mortari, Elisângela Carlosso Machadohttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4707585D6http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4276904U1Castro, Aline Eggres de6002000000064003003003003004fde65b8-7d9e-4960-a80e-a957620ebe768a061767-db59-4041-ab3a-bc67a90356688ca57745-f7e7-4a77-abc7-71b028f055f15e296e5c-b57e-4580-b9d8-d7a63a2e7da6info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações do UFSMinstname:Universidade Federal de Santa Maria (UFSM)instacron:UFSMORIGINALCASTRO, ALINE EGGRES DE.pdfapplication/pdf1055138http://repositorio.ufsm.br/bitstream/1/4589/1/CASTRO%2c%20ALINE%20EGGRES%20DE.pdf6d7902c96b466e87b39c855f7bf836d2MD51TEXTCASTRO, ALINE EGGRES DE.pdf.txtCASTRO, ALINE EGGRES DE.pdf.txtExtracted texttext/plain278387http://repositorio.ufsm.br/bitstream/1/4589/2/CASTRO%2c%20ALINE%20EGGRES%20DE.pdf.txt375945cebcd01f723a20fd424606976dMD52THUMBNAILCASTRO, ALINE EGGRES DE.pdf.jpgCASTRO, ALINE EGGRES DE.pdf.jpgIM Thumbnailimage/jpeg5574http://repositorio.ufsm.br/bitstream/1/4589/3/CASTRO%2c%20ALINE%20EGGRES%20DE.pdf.jpgdd577b84d56278be97526121d18085a6MD531/45892022-07-18 12:31:43.36oai:repositorio.ufsm.br:1/4589Biblioteca Digital de Teses e Dissertaçõeshttps://repositorio.ufsm.br/ONGhttps://repositorio.ufsm.br/oai/requestatendimento.sib@ufsm.br||tedebc@gmail.comopendoar:2022-07-18T15:31:43Biblioteca Digital de Teses e Dissertações do UFSM - Universidade Federal de Santa Maria (UFSM)false |
dc.title.por.fl_str_mv |
Investimentos socioambientais para posicionamento de marca: um estudo sobre imagem organizacional |
dc.title.alternative.eng.fl_str_mv |
Environmental investments for brand positioning: a study on organizational image |
title |
Investimentos socioambientais para posicionamento de marca: um estudo sobre imagem organizacional |
spellingShingle |
Investimentos socioambientais para posicionamento de marca: um estudo sobre imagem organizacional Castro, Aline Eggres de Imagem organizacional Investimentos socioambientais Marketing institucional Organizational image Social-environmental investments Institutional marketing CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
Investimentos socioambientais para posicionamento de marca: um estudo sobre imagem organizacional |
title_full |
Investimentos socioambientais para posicionamento de marca: um estudo sobre imagem organizacional |
title_fullStr |
Investimentos socioambientais para posicionamento de marca: um estudo sobre imagem organizacional |
title_full_unstemmed |
Investimentos socioambientais para posicionamento de marca: um estudo sobre imagem organizacional |
title_sort |
Investimentos socioambientais para posicionamento de marca: um estudo sobre imagem organizacional |
author |
Castro, Aline Eggres de |
author_facet |
Castro, Aline Eggres de |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Scherer, Flavia Luciane |
dc.contributor.advisor1Lattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4708089U6 |
dc.contributor.referee1.fl_str_mv |
Wittmann, Milton Luiz |
dc.contributor.referee1Lattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4785476D0 |
dc.contributor.referee2.fl_str_mv |
Mortari, Elisângela Carlosso Machado |
dc.contributor.referee2Lattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4707585D6 |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4276904U1 |
dc.contributor.author.fl_str_mv |
Castro, Aline Eggres de |
contributor_str_mv |
Scherer, Flavia Luciane Wittmann, Milton Luiz Mortari, Elisângela Carlosso Machado |
dc.subject.por.fl_str_mv |
Imagem organizacional Investimentos socioambientais Marketing institucional |
topic |
Imagem organizacional Investimentos socioambientais Marketing institucional Organizational image Social-environmental investments Institutional marketing CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
Organizational image Social-environmental investments Institutional marketing |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
This study aims to investigate how the Social and Environmental Investments and other actions of Corporate Social Responsability of the companies impact on organizational image of them before their customers. The theme is justified by the need to verify that such actions bring effective results in the quest for improved organizational image. For a better understanding of the topic, literature search was conducted on the topics of organizational image, Social Responsibility, Institutional Marketing and Communications. The company Natura Cosmetics SA was chosen as an object of study due to its strong performance in the social, environmental and cultural areas in the country. The actions carried out by the company were described in this study through a literature search conducted on the company s publications about the subject and segmented into three categories: Ecologic Marketing, Cultural Marketing, and Social Marketing. To achieve the objectives of the study, a survey was conducted with the consultants (sellers of products). This public was chosen because they are considered to be the first consumers of Natura s products. The survey was conducted through a questionnaire, developed from a hypothetical model of research adapted from Gonçalves Filho et al (2009). The results indicated that the activities better known by the respondents are the ones about ecology, which are directly related to the identity linked to natural products that do not harm the environment that the company transmits (therefore, they are well communicated) and the program "Believe to See, "which has a line of products aimed at raising funds to it, so the consultants are in frequent contact. The respondents were asked about their opinion on the investments and 99.2% have positive view, with only one respondent has indifferent vision. Moreover, 80% of respondents said that the realization of these actions positively affect their opinion on the company. The focus of the study, however, was to investigate the impact of specific actions, whereas other studies have already shown the impact of Social Responsibility actions in general. Thus, the consultants were asked about what actions impacted the most their opinion about the company. The results indicate that the activities that are better communicated are also those that most affect the opinion, especially those related to ecology and society. The actions related to culture, however, even when properly communicated don t have relevant return on image, compared to the returns of other kind of actions. The results, therefore, allowed to accept two hypotheses made (related to ecology and society) and refute one of the hypotheses (related to cultural activities). |
publishDate |
2011 |
dc.date.issued.fl_str_mv |
2011-03-10 |
dc.date.accessioned.fl_str_mv |
2017-04-06 |
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2017-04-06 |
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info:eu-repo/semantics/masterThesis |
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masterThesis |
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CASTRO, Aline Eggres de. Environmental investments for brand positioning: a study on organizational image. 2011. 122 f. Dissertação (Mestrado em Administração) - Universidade Federal de Santa Maria, Santa Maria, 2011. |
dc.identifier.uri.fl_str_mv |
http://repositorio.ufsm.br/handle/1/4589 |
identifier_str_mv |
CASTRO, Aline Eggres de. Environmental investments for brand positioning: a study on organizational image. 2011. 122 f. Dissertação (Mestrado em Administração) - Universidade Federal de Santa Maria, Santa Maria, 2011. |
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http://repositorio.ufsm.br/handle/1/4589 |
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