Dimensionalidad de la responsabilidad social empresarial percibida y sus efectos sobre la imagen y reputación de la marca : estudio de caso supermercados TÍA.

Abstract

The Corporate Social Responsibility (CSR) is not a daily practice for most Ecuadorian companies, this project will outline the local reality by analyzing the basic concepts, the dimensions of CSR and what is the perception of the consumers of the TIA Supermarket and the effect that this causes on the Image and Reputation of the Brand. In the present investigation, the theory related to CSR will be analyzed and the effect that it has on consumers to determine whether or not they respond to companies that have CSR in their daily practices. Within the research conducted at the national level there is no material that studies the effects of CSR on the image and reputation of the brand. For this reason, the present investigation of a quantitative-descriptive-correlational nature will be carried out, executing it in the two main cities of the country to verify if the effects vary by regions. 382 supermarket customers will be surveyed to determine if there is a correlation between the economic, ethical - legal and discretionary dimensions of CSR, on the image and reputation of the brand, through the application of a proven scientific instrument. Once the results have been established, it will be possible to verify and validate whether or not the objectives of this research are met, as well as to determine a possible solution in relation to the results obtained, determining which are the possible strategies to be implemented in the analysis supermarket, so that the objectives set by the organization are met.