... corporate image, brand awareness, brand equity (BE), competitive advantage and financial result. The purpose of this paper is to measure the impact of CSR on BE and to establish the moderating impact of corporate image and brand awareness. Design/methodology/approach Structural equation modeling...

...Edson Roberto Scharf; Josiane Fernandes Purpose Organizations achieve brand awareness through marketing efforts. Studies show that advertising plays a central role in garnering results. The purpose of this paper is to analyze the corporate social responsibility (CSR) advertised by a retail bank...

... social responsibility CSR advertising Brazil Banks Brand awareness Marketing strategy Companies' participation in society makes corporate social responsibility (CSR) perspectives integral to the organizational strategy, especially when searching for marketing competitive advantages...