Responsabilidad Social Empresarial como factor determinante en el posicionamiento de marca en el sector calzado

Abstract

The Canton Cevallos is considered as a tourist destination within the province of Tungurahua, not only for its wonderful landscapes, railway station, traditional foods and magnificent fruit trees, but for being recognized as a reference in the manufacture of high quality leather footwear, considering itself as one of the sectors with the highest production boom in the country, in recent times. It is for this reason that the present research work has focused on the study of the leather - footwear sector of the Cevallos Canton under the line of corporate social responsibility, with the purpose of determining the existing relationship between CSR practices under the participation of Stakeholders and their influence on the level of brand positioning. The typology of descriptive and correlational research, allowed the collection of information through a survey applied to 45 companies in the sector according to the records of the National Chamber of Footwear, the results show that corporate social responsibility should be considered as an approach strategic management to ensure that consumers feel the commitment of welfare by companies and therefore loyalty and brand value is generated. The resulting proposal directs towards the application of social responsibility practices, not only to generate a positive image with the client, but to effectively reward the society that is becoming more and more demanding at present.