SOCIAL RESPONSIBILITY AND CORPORATE IMAGE: A GLOBAL BRAND COMPANY STYDY

This work consisted on a case study of a large company, which manufactures and trades a global brand using corporate social responsibility (CSR) actions. The results indicate that these actions not only improve the image of the company, but also associate to economical and risk issues that reflect on competitive results. Methodologically, this is a descriptive case study with qualitative nature, resulted from interviews and company's document research. In conclusion, it was inferred that the CSR actions developed by the organization do not have only market strategy or immediate improvement of efficiency and effectiveness as their only purposes, because the organization recognizes that they result in a more positive image of the company by the view of the consumers affecting the competitive development of the company in the market.