La responsabilidad social corporativa como instrumento estratégico de comunicación para el incremento de valor de marca de las empresas de telecomunicaciones de la Región Sur del Ecuador.

Abstract

Currently, being socially responsible generates great benefits for companies that exceed the legal compliance with their obligations and that establish a corporate social responsibility (CSR) management model; it is therefore important that the environment knows about these practices, passing on a communication Discreet and little transparent to spread the (RS) of the organization through appropriate communication strategies. The present work allows to verify through primary and secondary information, the possibility of generating brand value through CSR as a strategic communication tool, in the three telecommunications companies with greater acceptance in the country; Claro, Movistar and CNT, specifically in the Southern Region of Ecuador. A field study and the application of a survey to the obtained sample were carried out, later an analysis of results was developed by means of descriptive statistics, and it was determined that the company with greater acceptance is Claro and that a large percentage of the population under study does not know in depth the connotations of CSR, although they do identify social responsibility practices that generate brand value, such as; protection and guarantees for the client, training for their workers and protection practices and environmental conservation.