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- Title
ANÁLISIS DE LA RESPONSABILIDAD SOCIAL EMPRESARIAL EN LA RESPUESTA AFECTIVA DE LOS USUARIOS DE BANCOLOMBIA.
- Authors
Otero Gómez, María Cristina; Giraldo Pérez, Wilson; Gutiérrez Barriga, Luis Alejandro
- Abstract
The objective of the article was to determine whether corporate social responsibility initiatives are related to consumers' love for a financial institution, represented by the Bancolombia brand. A quantitatively oriented methodology was implemented, which surveyed a convenience sample of 190 Bancolombia users. To test the hypotheses, Spearman correlation tests were performed between the variables, corporate social responsibility and brand love. In addition, a non-parametric Mann-Whitney test was performed to establish whether men and women value corporate social responsibility differently. The results confirm that the implementation of actions that support social causes benefits consumers' perception of Bancolombia and strengthens emotional ties with customers. It is also concluded that the social actions developed by the company are perceived in the same way among men and women.
- Subjects
CONVENIENCE sampling (Statistics); PERCEPTION (Philosophy); BRAND loyalty; SOCIAL action; SOCIAL values
- Publication
Tendencias: Revista de la Facultad de Ciencias Económicas y Administrativas, 2024, Vol 25, Issue 1, p33
- ISSN
0124-8693
- Publication type
Article
- DOI
10.22267/rtend.242501.240