Patrocínio e comunicação

: o patrocínio como instrumento de responsabilidade social na banca

Abstract

Throughout this investigation, we have tried to analyze the use of sponsorship as an instrument of communication of the corporate social responsibility by the financial institutions, specially the banking sector, in Portugal. In spite of contributing, by definition, to the prosecution of the objectives of these organizations, sponsorship is frequently associated with the social responsibility’s sphere in its diverse areas and forms, being perceived as one of its expressions. The privatization of the banking sector and the growing competition obliged these institutions to communicate in a more efficient way. The actual crisis context seems to have also contributed to this need, giving a new breath and visibility to the banking sector investment in sponsorships.

Date of Award	2015
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Fernando Ilharco (Supervisor)