Marcelo de Rezende Pinto

A cidadania corporativa como uma orientação de marketing: um estudo no varejo

The term corporate citizenship has been the subject of considerable interest since the beginning of the last decade. Nevertheless, few pieces of research have investigated whether the adoption of practices considered to be socially responsible can be used by companies as a marketing tool. This being the case, a study involving 208 companies in the retail sector was carried out with a view to investigating to what extent the adoption of corporative citizenship practices has an impact on the behaviour of a company’s customers and its employees. The research was based on studies by Maignan e Ferrell (2001a) and the model developed by Archie Carroll (1991) was used to measure four dimensions of corporate social performance (economic, legal, ethical and philanthropic). In order to achieve the proposed objectives, Pearson coefficient analysis and such statistical techniques as multiple regression analysis have been used. The results indicate that the adoption of corporate citizenship practices have a weak impact on customer loyalty and a stronger effect on employee commitment. It was therefore possible to conclude that corporate citizenship can be used by companies as an internal and external marketing tool.

O consumo de eletrônicos em um grupo de baixa renda: relatos de uma etnografia

Since the studies on consumption today occupy a position of importance in both the field of consumer research, as in the social sciences, linked to the perception that little has researched the symbolic universe of low-income individuals, we sought through this research to investigate the following question: how the experiences of consumer electronics for low-income consumers interact with the cultural and symbolic system involved in the flow of everyday social life. For this, we conducted an ethnographic study of inspiration in order to experience the daily life of consumers in their natural environment through in-depth interviews, observations and field notes. The empirical research data were examined based on content analysis. As a result, it can be noted that the experiences of consumer electronics to poor consumers can realize an intense relationship with the cultural and symbolic system built between individuals.

A CIDADANIA CORPORATIVA E SUA RELAÇÃO COM O MARKETING: UMA INVESTIGAÇÃO EMPÍRICA NO VAREJO

O tema da cidadania corporativa tem recebido substancial interesse a partir da ultima decada. Apesar disso, poucas pesquisas tem procurado investigar se praticas consideradas socialmente responsaveis podem ser adotadas como um instrumento de marketing para as empresas. Assim, realizou-se um estudo envolvendo 208 empresas do setor varejista com o proposito de investigar em que grau a adocao de praticas de cidadania corporativa Impacta o comportamento dos clientes e funcionarios das organizacoes. A pesquisa e baseada em estudos de Maignan E Ferrell (2001) e lanca mao da teoria dos stakeholders para caraderlzar os atores sociais que seriam alvo das acoes de cidadania corporativa. Para atingir os objetivos propostos foi utilizada aanalise do coeficiente de Pearson. Os resultados indicaram que a adocao de praticas de cidadania corporativa impacta fracamente a lealdade dos clientes, mas moderamente o comprometimento dos funcionarios.