The Liability of Corporate Social Influence in Brand Image: A Study in Brazilian Cosmetics Industry

Abstract

This study evaluate the influence of Corporate Social Responsibility (CSR) in brand image (BI) and corporate reputation (CR) analyzing Brazilian companies in the cosmetics industry. The empirical investigation explores the perception of two large Brazilian brand cosmetic companies interviewing undergraduate students belonging to highincome classes. The objective was to compare the perceptions and the differences between the two companies that publish social reports with GRI methodology. The development of this study occurred in two stages: the first stage involved a literature review, verifying theories and published research on corporate social responsibility, IM and CR. The second stage involved collecting data through a survey. The results demonstrate that the CSR has a positive influence on the IM, but such effect demonstrated only significant for one of the brands studied, and moderately to the second. Among the contributions of this work are to review the literature on the subject, identified the influence of variables of CSR in BI and RC and the differences in consumer perception for each of the brands studied, as well recommendations for future studies.