Responsabilidad social y acciones de comunicación “lazo rosa”. El caso de las firmas españolas de belleza y moda

Victoria Tur-Viñes; Carolina Llopis-Ripoll; Juan Monserrat-Gauchi

doi:10.31921/doxacom.n18a5

Authors

Victoria Tur-Viñes Universidad de Alicante http://orcid.org/0000-0002-8442-8068
Carolina Llopis-Ripoll Universidad de Alicante http://orcid.org/0000-0003-4471-4366
Juan Monserrat-Gauchi Universidad de Alicante http://orcid.org/0000-0003-1818-2968

DOI:

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

Keywords:

Advertising, social responsability, beauty market, fashion market, strategy

Abstract

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.

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Author Biographies

Victoria Tur-Viñes, Universidad de Alicante

Ph.D. Professor of the Department of Audiovisual Communication and Psychology at the University of Alicante (Spain). Main researcher of “Communication and childhood group” and “Communication and singular targets”. She has published various books and scientific articles. Founder of the Asociación Española de Investigación de la Comunicación (AE+IC). Vicepresident of the Asociación Internacional para la Investigación sobre Infancia, Juventud y Comunicación. Founder of Sociedad Latina de Comunicación Social. Honor member of the Red Latinoamericana de investigadores en Publicidad (RELAIP). She is Editor-in-chief of Mediterranean Journal of Communication. She coordinates the Latin American Platform of Communication Journals. She is a research group member of the Scientific Centre of Social Sciences Journals. Her research interests include scientific publication; advertising creativity; social responsibility and kids communication.
Carolina Llopis-Ripoll, Universidad de Alicante

Predoctoral research at the Universidad de Alicante (Spain). Communication Director at Germain de Capuccini
Juan Monserrat-Gauchi, Universidad de Alicante

Professor of the Department of Audiovisual Communication and Psychology at the University of Alicante (Spain). Ph.D. in Information Science, Cardenal Herrera University, CEU, Valencia, Spain (2005). Degree in Information Science: Advertising and Public Relations, Polytechnic University of Valencia (Spain). CEU San Pablo, (1990-95). Several articles published in specialized magazines and web franchise portals. Collaboration in different specialized publications. Participation as a lecturer in different courses and Forums about organizational communication.

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