CAPITALIZAR MARCAS SOCIALMENTE RESPONSABLES DESDE UNA PERSPECTIVA LATINOAMERICANA

this research is a first step or phase that aims to produce a reputation meter in order to value a corporate brand based on its social responsibility actions. what does this mean? for a consumer it is emotionally valuable to choose a product or service from an organization that develops social responsibility programs. a literature review relating to theoretical and conceptual references was carried out, in order to identify studies related to the research topic. within research criteria six reputation meters were selected: corporate reputation forum or reputations (globalpulse), reputation quotient, merco (corporate reputation meter), dow jones sustainability index, the world's most admired companies by fortune magazine and ftse4 good.