Advanced search
Start date
Betweenand

Development of an evaluation model for organizational image risk management: social value

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)