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Pere Mercadé-Melé
Departamento de Economía Aplicada, Universidad de Málaga (Málaga)
Sebastián Molinillo-Jiménez
Departamento de Economía y Administración de Empresas, Universidad de Málaga (Málaga)
Antonio Fernández-Moralesa
Departamento de Economía Aplicada, Universidad de Málaga (Málaga)
Vol. 4 No. 1 (2014): CORPORATE SOCIAL RESPONSIBILITY IN FAMILY FIRMS, Research Paper (Available)
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La implantación de prácticas de Responsabilidad Social Corporativa (RSC) en las empresas es un tema relevante en los últimos años. Entre las cuestiones analizadas destaca la importancia de correlacionar la RSC con el comportamiento de los clientes por la influencia que puede tener en los beneficios de las empresas. Si bien diferentes investigaciones han estudiado esta relación previamente, son pocos los trabajos que han tratado la influencia de la RSC percibida en la actitud del consumidor en el sector de la distribución comercial minorista de España y menos aún en un contexto de crisis económica.
En esta investigación se analiza la relación entre la RSC percibida y la actitud del consumidor de los tres grupos empresariales del sector minorista con mayor facturación en España: la empresa familiar Mercadona y las enseñas Carrefour y Eroski.
Los resultados corroboran que las acciones de RSC influyen de manera directa y positiva en la actitud del consumidor, por lo que la investigación contribuye a consolidar el conocimiento de la relación entre estas dos variables y orienta a los gestores hacia la implantación de políticas de RSC para mejorar sus resultados. 

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