The awareness of social causes and its impact on the perception of brand image. The Spanish case of Televisió de Catalunya

Authors

  • Jaime Alberto Orozco Toro Universidad Pontificia Bolivariana, Medellín, Colombia
  • Carme Ferré Pavia Universidad Autónoma de Barcelona, Barcelona, España

DOI:

https://doi.org/10.7764/cdi.36.551

Keywords:

Brand image, identity, social advertising, social causes, stakeholders, media companies

Abstract

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.

Author Biographies

Jaime Alberto Orozco Toro, Universidad Pontificia Bolivariana, Medellín, Colombia

Publicist and Master in Development of the Universidad Pontificia Bolivariana (Colombia). He has a Master in Advertising and Public Relations, and a Ph.D. in Media, Communication and Culture from the Autonomous University of Barcelona (Spain). He is a research professor at the Faculty of Advertising, member of the Epilion Research Group of UPB, Comress of the UAB and the Latin American Network of Researchers in Advertising-Relaip.

Carme Ferré Pavia, Universidad Autónoma de Barcelona, Barcelona, España

Ph.D. in Communication. She is Professor of the Department of Media, Communication and Culture of the Autonomous University of Barcelona. She directs the research group Comress-Incom UAB (Communication and Social Responsibility). She is the author of several monographs on cultural history, infotainment and journalistic editing. Comress.org

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Published

2015-06-30

How to Cite

Orozco Toro, J. A., & Ferré Pavia, C. (2015). The awareness of social causes and its impact on the perception of brand image. The Spanish case of Televisió de Catalunya. Cuadernos.Info, (36), 125–138. https://doi.org/10.7764/cdi.36.551

Issue

No. 36 (2015): Dossier: Comunicación y desigualdad: la centralidad de los medios en la lucha por el reconocimiento

Section

OTHER TOPICS