Edson Roberto Scharf and Josiane Fernandes
Organizations achieve brand awareness through marketing efforts. Studies show that advertising plays a central role in garnering results. The purpose of this paper is to analyze…
Abstract
Purpose
Organizations achieve brand awareness through marketing efforts. Studies show that advertising plays a central role in garnering results. The purpose of this paper is to analyze the corporate social responsibility (CSR) advertised by a retail bank in Brazil.
Design/methodology/approach
Critical discourse analysis (CDA) was adopted, with the three steps proposed by Fairclough: textual analysis, processing analysis, and social analysis. This approach allows in‐depth analysis of the CSR discourse present in communications of organizations with their target.
Findings
Literature indicates that consumers prefer to obtain personal advantages rather than benefits to the environment in which they live. This could influence organizations’ preference towards communication campaigns that demonstrate CSR actions, and that additionally communicate benefits which individuals receive. However, one of the largest banks using advertising limited to CSR‐specific aspects achieves impressive brand awareness results.
Originality/value
This study presents evidence that CSR advertising can stimulate brand awareness without using commercial aspects in its content.
Details
Keywords
Edson Roberto Scharf, Josiane Fernandes and Bruno Diego Kormann
The purpose of this study is to identify and analyze the set of corporate social responsibility actions of a Brazilian bank as support to the strengthening of an organizational…
Abstract
Purpose
The purpose of this study is to identify and analyze the set of corporate social responsibility actions of a Brazilian bank as support to the strengthening of an organizational brand. The specific scope is to discuss the reflections of sustainable actions adopted for the recognition of the organization's brand.
Design/methodology/approach
A case study, based on Yin, and in‐depth interviews with those responsible for the sustainability department of the studied organization were adopted.
Findings
Literature and the understanding of the organization's executives, when compared to actions adopted by Banco do Brasil, allow the conclusion that the set of corporate social responsibility actions reflects, in its instrumental use, the intention of managing answers to social, economical and environmental demands, and in its conceptual use has helped in strengthening the financial institution's brand.
Originality/value
The paper focuses on the set of corporate social responsibility actions adopted by the largest financial institution in Brazil and its relationship with brand strengthening. It is one of the few studies examining the efforts of corporate social responsibility in a bank's brand.
Details
Keywords
Juliana Villasante, Johanan Espinosa-Ramírez, Esther Pérez-Carrillo, Erick Heredia-Olea and MariaPilar Almajano
Solid-state fermentation (SSF) has been highlighted as an alternative to obtain valuable compounds using agro-industrial wastes as a substrate. The present study evaluated the…
Abstract
Purpose
Solid-state fermentation (SSF) has been highlighted as an alternative to obtain valuable compounds using agro-industrial wastes as a substrate. The present study evaluated the impact of extrusion combined with SSF on the production of phenolic compounds and their antioxidant activity using pecan nut shell (PWS) as a substrate.
Design/methodology/approach
PWS and extruded pecan nut shell (PWSE) were fermented for 120 h at 30°C using Aspergillus oryzae (A. oryzae). Samples were withdrawn from incubator at 6 h, 12 h and then every 12 h until 120 h fermentation. PWS and PWSE samples were extracted. The total phenolic content (TPC) and radical scavenging activity (RSA) extracts were characterized from the resulting extracts.
Findings
The use of PWSE yielded higher A. oryzae biomass and at a higher rate after 120 h of fermentation (PWS 75.74% vs PWSE 87.50%). In general, the TPC and the RSA increased with fermentation time. However, the PWSE yielded significantly higher (p < 0.05) TPC and RSA values after SSF in comparison to the nonextruded PWS. Condensed tannins showed different trends depending on the fermented substrate. Overall, results showed that the extrusion pretreatment joint with the SSF represents a good alternative to raise the phenolic content and antiradical activity of lignocellulosic materials such as PWSs.
Originality/value
This study offers valuable information that may be used by the pecan walnut industry to valorize the shell coproduct as a substrate to produce functional ingredients or fungal enzymes.