Os impactos da responsabilidade social corporativa na reputação da empresa e nas intenções comportamentais das comunidades: estudo empírico

Abstract

Corporate reputation is nowadays an opportunity for differentiation and institutionalization of companies in society. Examining the available tools to evaluate CSR strategies and actions, it is perceived that almost all the tools use information originated in management areas inside the company, emphasizing the direct view of impacted population. This study proposes a method to evaluate social responsibility actions and to measure their impact on corporate reputation, on trust and on behavioral intentions of communities embraced by the company or directly affected by the company operations. A 306 interviews survey was conducted and a structural equation modeling was used to analyze data. In the end, it is observed that CSR actions have a strong impact on corporate reputation and this one on trust, that works as an antecedent of behavioral intentions of community.