Reputação organizacional e atração de novos associados

: um estudo multistakeholder sobre o corpo nacional de escutas

Abstract

The aim of this study was to understand how reputation, flourishing and integrated marketing communication influence the attraction of new members to the organization Corpo Nacional de Escutas (CNE) in a context of competitiveness and digitalization. The research is relevant to academia, to the sector and to the organization itself by analyzing it’s ability to remain attractive and relevant, considering the perspective of internal and external stakeholders. The research question which guided the study was: “How does reputation, perceived flourishing and integrated marketing communication influence the attraction of new members to Corpo Nacional de Escutas?”. The theoretical approach focused on reviewing concepts related to organizational reputation, flourishing and integrated marketing communication, with a focus on stakeholder theory and the application of these concepts to non-profit organizations and to the scout movement. This theoretical foundation provided a solid basis for the specific analysis of CNE. Methodologically, this exploratory and descriptive study followed a mixed research approach, combining qualitative and quantitative methods. Interviews were conducted with relevant stakeholders and a survey was administered to a sample of 590 participants, both scouts and non-scouts. The combination of these methods, along with the literature review, gave the basis to make conclusions. Although CNE's reputation is positive overall, there are areas for improvement, such as the external perception of the link to the Catholic Church and the communication of its educational role. Levels of perceived flourishing among scouts were slightly higher than among non-scouts, highlighting scouting as a factor that promotes the integral development of young people. The conclusions also indicate that integrated marketing communication plays a crucial role in attracting new members, but that the communication strategy needs to be clearer, more accessible and comprehensive, and could encourage greater use of storytelling, branding and awareness strategies.

Date of Award	25 Feb 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Tavares (Supervisor)