Nuria Villagra e-mail(Login required) , Belén López e-mail(Login required)

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Nuria Villagra e-mail(Login required)
Belén López e-mail(Login required)


New social demands require responsible behavior of companies. This
phenomenon, which has coincided with the development of social responsibility, has a direct impact on the corporate brand and values, including the vision and mission associated with the brand. Using a sample of 10 companies, this study is based on a qualitative analysis study of identity issues related to responsibility and sustainability which are part of the corporate communication message. The results show that brands develop similar discourses in order to exhibit the identity. Only a few of these companies define their strategic positioning on ethical issues.


Corporate brand, ethical identity, corporate social responsibility, sustainability, responsible brand


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