Strategies of Corporate Social Responsibility: pink ribbon promotions in beauty and fashion multinationals in Spain

Authors

  • Juan Monserrat-Gauchi Universidad de Alicante Departamento de Comunicación y Psicología Social. Área Comunicación Audiovisual yPublicidad. Telf. +34 96 590 34 00x 2636 - Fax- +34 96 590 34 95 Ap.99- 03080- Alicante (Spain)
  • Carolina Llopis-Ripoll Doctoranda en la Universidad de Alicante
  • Victoria Tur-Viñes Universidad de Alicante

DOI:

https://doi.org/10.4013/fem.2014.163.01

Abstract

The present research analyses Corporate Social Responsibility (CSR) actions related to Pink Ribbon promotions carried out by beauty & fashion companies in Spain. The results show that CSR actions had been planned strategically by companies, within a scheme of Social Responsibility. These actions were neither part of a previous plan of isolated communication and marketing decisions by companies nor part of their corporate philosophy. Contributions are key to determine how to manage this kind of responsibility policies in fashion & beauty companies. Theoretical and practical implications of CSR actions in the strategies of business communication and management are also discussed in this paper.

Keywords: social responsibility, strategy, communication, breast cancer, health.

Author Biography

Juan Monserrat-Gauchi, Universidad de Alicante Departamento de Comunicación y Psicología Social. Área Comunicación Audiovisual yPublicidad. Telf. +34 96 590 34 00x 2636 - Fax- +34 96 590 34 95 Ap.99- 03080- Alicante (Spain)

Juan Monserrat-Gauchi es profesor Contratado Doctor en la Universidad de Alicante. Responsable de la asignatura  Sistemas y Procesos en Publicidad y Relaciones Públicas. Realizó su tesis doctoral sobre los modelos comunicativos en las empresas de franquicia y, ésta es un de sus principales líneas de investigación. Obtuvo una beca AECID para realizar un Plan de Comunicación Institucional en la Universidad de Playa Ancha, Valparaíso, (Chile). Ha sido profesor invitado por la Universidad Nacional Autónoma de México y por The California State University en 2011.

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Published

2014-04-24

Issue

Vol. 16 No. 3 (2014): September/December

Section

Articles

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