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Founded in 2003 / ISSN: 1696-019X / e-ISSN: 2386-3978 / Depósito Legal: M-5852-2003
DOI: 10.31921/doxacom
Issue number: 18, January-June 2014


Victoria Tur-Viñes Universidad de Alicante Carolina Llopis-Ripoll Universidad de Alicante Juan Monserrat-Gauchi Universidad de Alicante
Title Responsabilidad social y acciones de comunicación “lazo rosa”. El caso de las firmas españolas de belleza y moda Summary This article presents the results of the case study of six beauty and fashion brands that operate in Spain and have supported the Pink Ribbon cause, which is dedicated to support breast cancer research, prevention and treatment. The support of these brands to the Pink Ribbon cause is part of their respective corporate social responsibility policies. The results show that these brands are socially committed but that the management of their corporate social initiatives does not seem to be consolidated and lacks a long-term strategic plan. Keywords Advertising; Social responsibility; beauty market; fashion market; strategy


doi: https://doi.org/10.31921/doxacom.n18a5


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