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Advisor(s)
Abstract(s)
Nesta investigação, procurámos analisar a utilização do patrocínio enquanto instrumento de comunicação da responsabilidade social corporativa pelas instituições do sector financeiro, especialmente da banca, em Portugal.
Embora o patrocínio, por definição, contribua para a prossecução dos objectivos destas organizações, encontramo-lo frequentemente associado à noção de responsabilidade social, nas suas mais diversas vertentes e formas, podendo ser visto como uma das suas expressões.
A privatização da banca e o aumento da competitividade no sector obrigaram as instituições bancárias a comunicar de uma forma mais eficaz. O actual contexto de crise terá também contribuído para esta necessidade, dando um novo fôlego e visibilidade ao investimento da banca em patrocínios.
Throughout this investigation, we have tried to analyze the use of sponsorship as an instrument of communication of the corporate social responsibility by the financial institutions, specially the banking sector, in Portugal. In spite of contributing, by definition, to the prosecution of the objectives of these organizations, sponsorship is frequently associated with the social responsibility’s sphere in its diverse areas and forms, being perceived as one of its expressions. The privatization of the banking sector and the growing competition obliged these institutions to communicate in a more efficient way. The actual crisis context seems to have also contributed to this need, giving a new breath and visibility to the banking sector investment in sponsorships.
Throughout this investigation, we have tried to analyze the use of sponsorship as an instrument of communication of the corporate social responsibility by the financial institutions, specially the banking sector, in Portugal. In spite of contributing, by definition, to the prosecution of the objectives of these organizations, sponsorship is frequently associated with the social responsibility’s sphere in its diverse areas and forms, being perceived as one of its expressions. The privatization of the banking sector and the growing competition obliged these institutions to communicate in a more efficient way. The actual crisis context seems to have also contributed to this need, giving a new breath and visibility to the banking sector investment in sponsorships.