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https://hdl.handle.net/1822/66654
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Campo DC | Valor | Idioma |
---|---|---|
dc.contributor.author | Casais, Beatriz Graça Luz | por |
dc.contributor.author | Sousa, Bruno | por |
dc.date.accessioned | 2020-09-01T12:36:35Z | - |
dc.date.issued | 2019 | - |
dc.identifier.issn | 1746-0573 | por |
dc.identifier.uri | https://hdl.handle.net/1822/66654 | - |
dc.description.abstract | Corporate social responsibility (CSR) practices have shown evidence of success in marketing and business outcomes, even during financial crisis periods and in the context of small businesses. This paper presents a case study of a small company producing digital albums that launched a digital communication campaign aiming to increase the habits of taking and printing digital photos. The campaign also aimed at creating a more positive image about Portugal’s future in a financial crisis context and increasing tourism activities and a sense of national self-esteem among people. The campaign ‘Portugal, the best destination’ invited everyone in Portugal to show the country as a tourist destination of excellence, participating with photos that would be added to the largest photo book recognised by The Guinness World of Records. The buzz created by such a low budget campaign solved the organisation’s lack of awareness and the lack of photography printing routines among consumers, while bringing a Portuguese sense of pride and helping create an external public opinion about the country. | por |
dc.description.sponsorship | (undefined) | por |
dc.language.iso | eng | por |
dc.publisher | Inderscience | por |
dc.rights | restrictedAccess | por |
dc.subject | Corporate social responsibility | por |
dc.subject | CSR | por |
dc.subject | Integrated marketing communications | por |
dc.subject | New media | por |
dc.subject | Societal marketing | por |
dc.subject | Destination marketing | por |
dc.title | ‘Portugal, the best destination’: the case study of a CSR communication that changed mentalities and increased business performance | por |
dc.type | article | - |
dc.peerreviewed | yes | por |
dc.relation.publisherversion | https://www.inderscienceonline.com/doi/abs/10.1504/WREMSD.2019.098474 | por |
oaire.citationStartPage | 29 | por |
oaire.citationEndPage | 41 | por |
oaire.citationIssue | 1-2 | por |
oaire.citationVolume | 15 | por |
dc.date.updated | 2020-09-01T10:51:35Z | - |
dc.identifier.eissn | 1746-0581 | por |
dc.identifier.doi | 10.1504/WREMSD.2019.098474 | por |
dc.date.embargo | 10000-01-01 | - |
sdum.export.identifier | 6079 | - |
sdum.journal | World Review of Entrepreneurship, Management and Sustainable Development | por |
Aparece nas coleções: | EEG - Artigos em revistas de circulação internacional com arbitragem científica |
Ficheiros deste registo:
Ficheiro | Descrição | Tamanho | Formato | |
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Casais&Sousa 2019.pdf Acesso restrito! | 318,08 kB | Adobe PDF | Ver/Abrir |