Análise da responsabilidade social corporativa na resposta afetiva dos usuários do Bancolombia

Autores

DOI:

https://doi.org/10.22267/rtend.242501.240

Palavras-chave:

afetividade, banco, consumidor, marketing, programa social

Resumo

O objetivo do artigo foi determinar se as iniciativas de responsabilidade social corporativa estão relacionadas ao amor dos consumidores por uma instituição financeira, representada pela marca Bancolombia. Foi implementada uma metodologia orientada quantitativamente, que pesquisou uma amostra de conveniência de 190 usuários do Bancolombia. Para testar as hipóteses, foram realizados testes de correlação de Spearman entre as variáveis, responsabilidade social corporativa e amor à marca. Além disso, foi realizado um teste não paramétrico de Mann-Whitney para determinar se homens e mulheres valorizam a responsabilidade social corporativa de forma diferente. Os resultados confirmam que a implementação de ações que apoiam causas sociais beneficia a percepção dos consumidores sobre o Bancolombia e fortalece os laços emocionais com os clientes. Conclui-se também que as ações sociais desenvolvidas pela empresa são percebidas da mesma forma por homens e mulheres.

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Biografia do Autor

María Cristina Otero Gómez, Universidad de los Llanos

Doctora en Marketing, Universidad de Valencia, España. Profesora Asociada Facultad de Ciencias Económicas, Universidad de los Llanos. ORCID: 0000-0002-3241-7877. E-mail: motero@unillanos.edu.co, Villavicencio - Colombia.

Wilson Giraldo Pérez, Universidad de los Llanos

Doctor en Marketing, Universidad de Valencia, España. Profesor Asociado Facultad de Ciencias Económicas, Universidad de los Llanos. ORCID: 0000-0001-8514-9805. E-mail: wgiraldo@unillanos.edu.co, Villavicencio - Colombia.

Luis Alejandro Gutiérrez Barriga, Universidad de los Llanos

Magister en Administración de Negocios. Consultor independiente y miembro del grupo de investigación Dinámicas de Consumo de la Universidad de los Llanos. ORCID: 0009-0001-5092-6368. E-mail: luis.gutierrez@unillanos.edu.co, Villavicencio - Colombia

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Publicado

2024-01-01

Como Citar

Otero Gómez, M. C., Giraldo Pérez, W. ., & Gutiérrez Barriga, L. A. (2024). Análise da responsabilidade social corporativa na resposta afetiva dos usuários do Bancolombia. Tendencias, 25(1), 33–51. https://doi.org/10.22267/rtend.242501.240