Author(s):
Pais, Madalena Sofia Sarmento de Figueiroa-Rêgo
Date: 2012
Persistent ID: http://hdl.handle.net/10362/9560
Origin: Repositório Institucional da UNL
Subject(s): Corporate social responsibility; Children; Reputation; Brand identification
Description
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
This study aims to understand children‟s perceptions of Corporate Social Responsibility (CSR) initiatives and its effect on the brand, namely Reputation and Identification. Moreover, it analyzes if the use of Cartoons helps to increase these effects. Differences among gender, age and social class, will also be considered. 292 children from the 3rd and 6th grades from 5 schools with different social backgrounds participated in this study. The research made use of a real brand targeting children. Drawings and questionnaires were used as the main research tools. Results suggest that CSR actions have a positive effect on Reputation and Identification and that Cartoons do not lead to greater positive effects.