Corporate social responsibility to build strong Brazilian bank brand

Abstract

Purpose -The purpose of this study is to identify and analyze the set of corporate social responsibility actions of a Brazilian bank as support to the strengthening of an organizational brand. The specific scope is to discuss the reflections of sustainable actions adopted for the recognition of the organization's brand. Design/methodology/approach -A case study, based on Yin, and in-depth interviews with those responsible for the sustainability department of the studied organization were adopted. Findings -Literature and the understanding of the organization's executives, when compared to actions adopted by Banco do Brasil, allow the conclusion that the set of corporate social responsibility actions reflects, in its instrumental use, the intention of managing answers to social, economical and environmental demands, and in its conceptual use has helped in strengthening the financial institution's brand. Originality/value -The paper focuses on the set of corporate social responsibility actions adopted by the largest financial institution in Brazil and its relationship with brand strengthening. It is one of the few studies examining the efforts of corporate social responsibility in a bank's brand.

I Communicate, Therefore I Belong

“…construct and present desired organizational images" (S. G. Scott & Lane, 2000, p. 56). Scholars who have tested S. G. Scott and Lane's (2000) model have critiqued the theoretical framework, noting that although one of the main goals of leaders is to manage organizations' identities, other actors, including advertising agencies and suppliers, also communicate and influence identities (Scharf, Fernandes, & Kormann, 2012). In their study of identity construction of major sporting events, such as the Olympic Games, Parent and Foreman (2007) found that "certain stakeholders, such as the media, play a particularly important and distinct role in the process, a role not found in the Scott and Lane OIC [organizational identity construction] framework" (p. 32).…”

Does Trust Mediate in Corporate Social Responsibility (CSR) and Brand Equity Nexus? Empirical Evidence from the Banking Sector

“…According to UNIDO (United Nations Indus trial Development Organization, 2002), satisfying the economic responsibility creates jobs and income in developing countries. The study of Roberto Scharf et al (2012) revealed that CSR actions reflect different demands in supporting the financial institution brand, including social, economic and environmental demands. The second one of Carroll's (1991) CSR model is legal responsibilities which include performing business works by fulfiling the anticipations of government and law.…”

“…As a part of the service industry, banking organizations’ brand value can be enhanced by undertaking CSR events like promoting social programs and welfare activities. After the global financial crisis, CSR can be used as an important tool to rebuild the trust and corporate image for the banking sector (Kaeokla & Jaikengkit, 2013; Roberto Scharf et al, 2012).…”

Corporate social responsibility activities, consumers’ trust and gender: an analysis of Islamic banks in Somalia

“…Thus, trust is a tactical aspect that enables any bank and the wider financial system to retain operational consistency and integrity (Aljarah et al, 2020;Kartika et al, 2020;Laguir et al, 2021;Shahid et al, 2022;Shaw, 2014). Adopting and communicating CSR is one way to increase trust in the banking industry (Roberto et al, 2012).…”

“…, 2022; Shaw, 2014). Adopting and communicating CSR is one way to increase trust in the banking industry (Roberto et al. , 2012).…”