Explorando as relações entre Responsabilidade Social Corporativa (RC), Brand Equity (BE) e Reputação Corporativa (RC): Uma Revisão Sistemática da Literatura
DOI:
https://doi.org/10.5585/2025.26750Palavras-chave:
Responsabilidade Social Corporativa (RSC), Brand Equity (BE), Customer-Based Brand Equity (CBBE), Reputação Corporativa (RC), Revisão Sistemática da Literatura (RSL)Resumo
Objetivo: Este estudo analisa, por meio de uma Revisão Sistemática da Literatura, as relações existentes entre a Responsabilidade Social Corporativa, Valor da Marca Baseado no Consumidor e Reputação Corporativa, evidenciadas pela literatura.
Método: Utilizamos o protocolo SPAR-4-SLR para investigar a literatura científica existente e examinamos os artigos científicos publicados nas bases de dados Scopus e Web of Science.
Principais Resultados: Os resultados destacam a importância crescente dessas temáticas na literatura e fornecem uma compreensão mais profunda das relações entre RSC, RC e BE e seus impactos nos resultados das empresas, fornecendo insights valiosos para pesquisadores e profissionais dedicados à compreensão das interações entre esses temas.
Originalidade: Este estudo aborda uma lacuna na literatura, ao conduzir uma RSL que investiga as relações entre RSC, BE e RC, proporcionando uma visão abrangente do estado atual das pesquisas na área e fornecendo importantes descobertas para o avanço das descobertas no campo.
Contribuições Teóricas: As descobertas evidenciam a importância de um enfoque ético e transparente nas práticas de RSC, contribuindo para uma literatura mais abrangente sobre a gestão da reputação e do valor da marca no contexto empresarial contemporâneo.
Implicações para a Gestão: As empresas podem se beneficiar ao integrar a RSC como parte fundamental de sua estratégia de negócio, visando não apenas a construção de uma reputação positiva, mas também à criação de valor a longo prazo para a marca e seus stakeholders.
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Copyright (c) 2025 Isabela Marques Kumer, Sirlei Glasenapp, Marta Olivia Rovedder de Oliveira, David Lorenzi Junior
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