ESG and its relationship with the brand from the manager's perspective

Autores

  • Alexandre Cappellozza Universidade Presbiteriana Mackenzie
  • Claudir Fossati Atitus Educação
  • Paola Rucker Schaeffer Universidade do Vale do Rio dos Sinos
  • Leila Dal Moro Atitus Educação

DOI:

https://doi.org/10.12712/rpca.v.192.67610

Resumo

Este estudo teve como objetivo analisar a relação entre o ESG (ambiental, social e de governança) e a marca sob a ótica de gestores de grandes empresas brasileiras. Para isso, foi realizada uma pesquisa qualitativa de caráter exploratório, por meio de entrevistas em profundidade com quinze líderes que atuam em empresas dos setores varejista, industrial e de transportes. Os resultados evidenciam que os gestores percebem o ESG como fator crescente de valorização da marca, associado à confiança, transparência, responsabilidade social e diferencial competitivo.

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Biografia do Autor

  • Alexandre Cappellozza, Universidade Presbiteriana Mackenzie
    Professor da Universidade Presbiteriana Mackenzie

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Publicado

2025-08-29

Edição

Vol. 19 N.º 2 (2025)

Secção

Artigos/Papers

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