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Percorrer por autor "Fusco, Francesca"

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  • From declaration to perception : the role of the media in corporate social responsibility and human capital communication in the Brunello Cucinelli
    Publication . Fusco, Francesca; Tavares, Patrícia Isabel Ramos Pego Nunes
    This research examines the processes of constructing, representing, and perceiving corporate ethical identity in the luxury sector, using the Brunello Cucinelli brand as a paradigmatic case study. In a context marked by growing attention to corporate social responsibility (CSR) and high symbolic exposure of brands, the study adopts a qualitative approach aimed at analyzing the narrative consistency between declared, represented, and perceived identities. This approach is embodied in the development of an original analytical matrix that integrates institutional data, media coverage, and user feedback on digital platforms. The results reveal consistency between the humanistic values proclaimed by the company and which they are perceived and recognised by the public. However, interpretative tensions and signs of ambivalence also emerge, highlighting the negotiated and non-linear nature of reputation, especially in participatory digital environments. The Cucinelli case shows how reputation in luxury is the product of sophisticated narrative governance, but also exposed to the risk of ‘rhetorical crystallisation’ and perceptual misalignment. The dissertation contributes to the theoretical debate on CSR as a performative discursive construct, proposing a perspective that interprets business ethics not as a stable attribute, but as a communicative act that requires consistency, openness to dialogue, and continuous renegotiation. Methodologically, the narrative triangulation model developed offers a replicable tool for analyzing corporate identity in highly symbolic contexts. Finally, at the managerial level, the study highlights the importance of systemic integration between storytelling, organizational culture, and monitoring of public perceptions in order to build an authentic, sustainable, and shared reputation.
    2025-07-14Dissertação de mestrado Acesso embargado Ver mais