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Publicação
A influência da responsabilidade social das fundações corporativas na lealdade dos consumidores
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Resumo(s)
Perante os desafios atuais e a crescente exigência a nível social, as fundações corporativas afirmam-se como instrumentos estratégicos de responsabilidade social e agentes de transformação. Em Portugal, a sua ligação às empresas fundadoras suscita questões quanto à sua autenticidade, impacto e influência na perceção e lealdade dos consumidores. Neste sentido, este estudo procura compreender de que forma as perceções dos consumidores relativamente às práticas de responsabilidade social desenvolvidas por fundações corporativas influenciam a sua lealdade às marcas associadas. Para tal, adotou-se uma metodologia qualitativa, de natureza exploratória, com base em 21 entrevistas: 10 a consumidores, 3 a colaboradores de empresas fundadoras, e 8 a representantes de fundações. Os resultados revelaram que as perceções positivas face às ações de responsabilidade social, nas áreas da educação, inclusão social e cultura, potenciam vínculos emocionais e reforçam a credibilidade das marcas. A comunicação transparente, e coerente com os valores da empresa fundadora é decisiva na construção de confiança, enquanto a existência de perceções negativas, como o oportunismo, tende a comprometer a autenticidade percebida e pode gerar ruturas na lealdade. Além disso, foram identificadas ações específicas das fundações que contribuem para mitigar perceções negativas já existentes e fidelizar consumidores, sobretudo quando evidenciam impacto social tangível e envolvimento da comunidade. A lealdade dos consumidores depende não só da perceção do propósito da marca, mas também de fatores como a qualidade do produto, inovação ou o preço. De um ponto de vista académico, este estudo visa aprofundar o papel das fundações corporativas como instrumentos de responsabilidade social estratégica e a sua influência na lealdade. Em termos práticos, propõe orientações para uma comunicação mais autêntica e eficaz entre empresas, fundações e consumidores, num contexto em que o impacto social é cada vez mais determinante para a sustentabilidade das marcas.
In the face of current challenges and growing social demands, corporate foundations are establishing themselves as strategic instruments of social responsibility and agents of transformation. In Portugal, their connection to founding companies raises questions concerning their authenticity, impact, and influence on consumer perception and loyalty. Accordingly, this study seeks to understand how consumers’ perceptions of the social responsibility practices implemented by corporate foundations influence their loyalty to the associated brands. To this end, a qualitative, exploratory methodology was adopted, based on 21 interviews: 10 with consumers, 3 with employees of founding companies, and 8 with foundation representatives. The findings revealed that positive perceptions of social responsibility actions—particularly in the fields of education, social inclusion, and culture—foster emotional bonds and enhance brand credibility. Transparent communication, aligned with the founding company’s values, plays a crucial role in building trust, while negative perceptions, such as opportunism, tend to undermine perceived authenticity and may lead to a breakdown in loyalty. Moreover, specific actions undertaken by foundations were identified as contributing to the mitigation of pre-existing negative perceptions and to the retention of consumers, particularly when they demonstrate tangible social impact and community engagement. Consumer loyalty depends not only on the perception of brand purpose but also on factors such as product quality, innovation, and price. This study contributes academically by advancing the understanding of corporate foundations as instruments of strategic social responsibility and their influence on loyalty. On a practical level, it offers guidance for more authentic and effective communication between companies, foundations, and consumers, within a context in which social impact is increasingly critical to brand sustainability.
In the face of current challenges and growing social demands, corporate foundations are establishing themselves as strategic instruments of social responsibility and agents of transformation. In Portugal, their connection to founding companies raises questions concerning their authenticity, impact, and influence on consumer perception and loyalty. Accordingly, this study seeks to understand how consumers’ perceptions of the social responsibility practices implemented by corporate foundations influence their loyalty to the associated brands. To this end, a qualitative, exploratory methodology was adopted, based on 21 interviews: 10 with consumers, 3 with employees of founding companies, and 8 with foundation representatives. The findings revealed that positive perceptions of social responsibility actions—particularly in the fields of education, social inclusion, and culture—foster emotional bonds and enhance brand credibility. Transparent communication, aligned with the founding company’s values, plays a crucial role in building trust, while negative perceptions, such as opportunism, tend to undermine perceived authenticity and may lead to a breakdown in loyalty. Moreover, specific actions undertaken by foundations were identified as contributing to the mitigation of pre-existing negative perceptions and to the retention of consumers, particularly when they demonstrate tangible social impact and community engagement. Consumer loyalty depends not only on the perception of brand purpose but also on factors such as product quality, innovation, and price. This study contributes academically by advancing the understanding of corporate foundations as instruments of strategic social responsibility and their influence on loyalty. On a practical level, it offers guidance for more authentic and effective communication between companies, foundations, and consumers, within a context in which social impact is increasingly critical to brand sustainability.
Descrição
Trabalho Final de Mestrado, Marketing, ISEG, 2025.
Palavras-chave
Corporate foundations Social responsability Consumer loyalty Authenticity Communication Fundações corporativas Responsabilidade social Lealdade do consumidor Autenticidade Comunicação