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Conexión entre responsabilidad social corporativa y la estrategia de marca: análisis de factores determinantes para favorecer reputación y lealtad del cliente

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dc.contributor.advisorSerrano Cárdenas, Lizeth Fernanda
dc.creatorOrtiz Fajardo, Sara Gabriela
dc.creator.degreeProfesional en Marketing y Negocios Digitales
dc.date.accessioned2026-07-22T14:26:07Z
dc.date.available2026-07-22T14:26:07Z
dc.date.created2026-06-12
dc.descriptionEsta investigación explora la conexión entre la estrategia de Responsabilidad Social Corporativa (RSC) y la estrategia de marca, analizando su impacto en la reputación de la marca y en la fidelización de sus clientes. A través de una revisión de literatura, se analizó estudios teóricos y casos prácticos, que permitieron establecer factores determinantes para la articulación efectiva de estas estrategias. El resultado fue un conjunto de recomendaciones para que las organizaciones integren eficazmente los aportes derivados de esta investigación.
dc.description.abstractThis research explores the connection between Corporate Social Responsibility (CSR) strategy and brand strategy, analyzing their impact on brand reputation and customer loyalty. Through a literature review, theoretical studies and case studies were analyzed, which helped identify key factors for the effective integration of these strategies. The result was a set of recommendations for organizations to effectively integrate the insights derived from this research.
dc.format.extent43 pp
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.48713/10336_48086
dc.identifier.urihttps://repository.urosario.edu.co/handle/10336/48086
dc.language.isospa
dc.publisherUniversidad del Rosario
dc.publisher.departmentEscuela de Administración
dc.publisher.programPregrado en Marketing y Negocios Digitales
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International*
dc.rights.accesRightsinfo:eu-repo/semantics/embargoedAccess
dc.rights.accesoRestringido (Temporalmente bloqueado)
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
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dc.source.instnameinstname:Universidad del Rosario
dc.source.reponamereponame:Repositorio Institucional EdocUR
dc.subjectEstrategia de Marketing
dc.subjectResponsabilidad Social Corporativa
dc.subjectReputación de Marca
dc.subjectRSC
dc.subjectFidelidad del cliente
dc.subject.keywordMarketing Strategy
dc.subject.keywordCorporate Social Responsibility
dc.subject.keywordBrand Reputation
dc.subject.keywordCSR
dc.subject.keywordCustomer Loyalty
dc.titleConexión entre responsabilidad social corporativa y la estrategia de marca: análisis de factores determinantes para favorecer reputación y lealtad del cliente
dc.title.TranslatedTitleConnection between corporate social responsibility and brand strategy: an analysis of determining factors that promote reputation and customer loyalty.
dc.typebachelorThesis
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersion
dc.type.spaPre-print
local.department.reportEscuela de Administración
local.regionesBogotá
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