Florentina POPA - THE CORPORATION BRAND AND THE SOCIAL RESPONSIBILITY

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Florentina POPA - THE CORPORATION BRAND AND THE SOCIAL RESPONSIBILITY

THE CORPORATION BRAND AND THE SOCIAL RESPONSIBILITY

Florentina Popa[*]

Abstract

The new paradigm of the connective branding implies a business ethics, which includes the involvement of companies in the life of the community where they develop their activities. The corporatist social responsibility represents a strategy of communication with the community that aims to replace the image of business only for profit with the one of business for the development of the community. One of the companies that has activities in Romania and has integrated the Corporatist Social Responsibility within its long-time objectives is PETROM S.A. In the text below I will analyze the reasons why the company uses this strategy of social responsibility, its accomplished projects, as well as the effects upon the beneficiary companies.

Keywords: corporation brand, social responsibility, communication strategy, connective branding

pp. 81-91

[*] Florentina Popa, Ph.D., is Lecturer at “Mihail Kogălniceanu” University, Iaşi, Romania; contact: Această adresă de e-mail este protejată de spamboţi; aveţi nevoie de activarea JavaScript-ului pentru a o vizualiza

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Ultima actualizare în Joi, 28 Noiembrie 2013 09:36