A responsabilidade social empresarial e as associações de marca no setor de comésticos: um estudo exploratório no segmento de baixa renda

• Ano de defesa: 2007
• Autor(a) principal: Ethur, Susana Zeido
• Orientador(a): Limeira, Tânia Maria Vidigal
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Palavras-chave em Português: Estratégias de marketing; Responsabilidade sócio-ambiental; Associações de marca; Marketing; Segmento de baixa renda
• Link de acesso: http://hdl.handle.net/10438/2240

This elaborated dissertation reveals through an exploratory study how the socialenvironmental responsibility programs affect the brand associations in low income consumers in the cosmetic sector. The present work describes the habits of cosmeticís use as well explores the perceptions of cosmeticís brands images through brand associations along with low income consumers. It also serves to promote the importance of creating and communicating socialenvironmental responsibility programs in companies scope as well integrate concepts of brand image, brand associations and social-environmental responsibility with low income consumers.