| Grant number: | 13/02480-0 |
| Support type: | Research Grants - Visiting Researcher Grant - International |
| Duration: | August 01, 2013 - July 31, 2014 |
| Field of knowledge: | Applied Social Sciences - Communications - Public Relations and Propaganda |
| Principal Investigator: | Mitsuru Higuchi Yanaze |
| Grantee: | Mitsuru Higuchi Yanaze |
| Visiting researcher: | Belio A. Martinez Jr. |
| Visiting researcher institution: | University of Florida, Gainesville (UF), United States |
| Home Institution: | Escola de Comunicações e Artes (ECA). Universidade de São Paulo (USP). São Paulo , SP, Brazil |
Abstract
Building on previous research that identified best indicators for the evaluation and measurement of organizational communication on brand/image equity (Yanaze et. al, 2010), the proposed research focuses primarily on the impact of social communication strategies (CSR efforts) to enhance the model. This research also meets the principle objectives of the research center (CEACOM) of "developing a methodology for evaluation and measurement of brand value (tangible and intangible) using as its starting point the contribution that strategic communication can make toward building financial, social, and market value." (AU)