This paper focuses on the problem of Corporate Reputation in relation to stakeholders’ perception. More precisely, how the intangible values of branding have a potential influence on the Corporate Reputation of a communication company. As fieldwork, with the aim of having contact with the complete value chain of a corporation, 463 questionnaires conducted with members from all the stakeholder groups (7) of Televisió de Catalunya–TV3 regarding La Marató de TV3 have been analyzed. La Marató action is a Corporate Social Responsibility event organized by the autonomous public television network of Catalonia (Barcelona, Spain). The results allow us to identify how trust, quality, transparency and solidarity are the most important values identified in its corporate reputation. This research is relevant as it studies the role of and relationship between intangible values of branding and ...

This paper focuses on the problem of Corporate Reputation in relation to stakeholders’ perception. More precisely, how the intangible values of branding have a potential influence on the Corporate Reputation of a communication company. As fieldwork, with the aim of having contact with the complete value chain of a corporation, 463 questionnaires conducted with members from all the stakeholder groups (7) of Televisió de Catalunya–TV3 regarding La Marató de TV3 have been analyzed. La Marató action is a Corporate Social Responsibility event organized by the autonomous public television network of Catalonia (Barcelona, Spain). The results allow us to identify how trust, quality, transparency and solidarity are the most important values identified in its corporate reputation. This research is relevant as it studies the role of and relationship between intangible values of branding and ...

This bibliographical study explores the concept and importance of Corporate Reputation (CR) in different economic sectors and how this concept has evolved in education. Higher education institutions have been forced to implement marketing strategies that allow them to generate CR and promote the development of higher education. CR has become an object of application and practice in the academic and business worlds to achieve recognition and positioning that leads solid and lasting competitive advantages. CR in organizations and universities is explored through bibliographic research. Currently, organizations are more concerned with building a CR that can be maintained over time. This, in turn, directs institutions towards the practice of innovation and continuous development in higher education. These ideas may influence universities to begin to adopt strategic plans driven by the needs ...

The Sustainable Development Goals (SDGs) linked to the 2030 Agenda have been widely accepted by public and private companies, with many choosing to incorporate them within the framework of their social responsibility initiatives. This research article aims to find out how the SDGs are reflected in corporate sustainability reports and in which business activities they stand out the most. To this end, using a sequential explanatory methodology, the authors analyzed 12 sustainability reports issued in 2021 by large companies in Colombia, Chile, and Ecuador to verify their alignment with the SDGs. The reports showed evidence of a diverse range of programs associated with at least three SDGs, thus highlighting the importance of fulfilling not only the needs based on each company’s field of expertise but also those of its audiences and the community in general. The most prevalent SDGs were �...

This bibliographical study explores the concept and importance of Corporate Reputation (CR) in different economic sectors and how this concept has evolved in education. Higher education institutions have been forced to implement marketing strategies that allow them to generate CR and promote the development of higher education. CR has become an object of application and practice in the academic and business worlds to achieve recognition and positioning that leads solid and lasting competitive advantages. CR in organizations and universities is explored through bibliographic research. Currently, organizations are more concerned with building a CR that can be maintained over time. This, in turn, directs institutions towards the practice of innovation and continuous development in higher education. These ideas may influence universities to begin to adopt strategic plans driven by the needs ...

The Sustainable Development Goals (SDGs) linked to the 2030 Agenda have been widely accepted by public and private companies, with many choosing to incorporate them within the framework of their social responsibility initiatives. This research article aims to find out how the SDGs are reflected in corporate sustainability reports and in which business activities they stand out the most. To this end, using a sequential explanatory methodology, the authors analyzed 12 sustainability reports issued in 2021 by large companies in Colombia, Chile, and Ecuador to verify their alignment with the SDGs. The reports showed evidence of a diverse range of programs associated with at least three SDGs, thus highlighting the importance of fulfilling not only the needs based on each company’s field of expertise but also those of its audiences and the community in general. The most prevalent SDGs were �...