Catalonia TV’s La Marató as a symbol of Catalan identity: The intangible value of a CSR action as perceived by all its stakeholders

Jaime Alberto Orozco-Toro, Carme Ferré-Pavia

    Research output: Contribution to journalArticlepeer-review

    2 Scopus citations

    Abstract

    This article seeks to investigate the way in which Catalonia Television’s (TV3) Corporate Social Responsibility (CSR) has helped the company cultivate an image associated with Catalan identity by way of a charity initiative: a telethon known as La Marató (‘The marathon’). In the empirical stage there were 463 interviews with seven stakeholder groups. This stage is important as it is a window into the perceptions of all the groups involved in the company. The most significant results show how La Marató is considered to be a symbol of Catalan identity and how some intangible values (the company’s social capital) impacted the organization’s reputation. In terms of theory, the article proposes that identity should be considered an important intangible asset.

    Original languageEnglish
    Pages (from-to)87-103
    Number of pages17
    JournalCatalan Journal of Communication and Cultural Studies
    Volume9
    Issue number1
    DOIs
    StatePublished - 2017

    Bibliographical note

    Publisher Copyright:
    © 2017 Intellect Ltd Article. English language.

    Keywords

    • Catalan identity
    • Corporate Social Responsibility
    • Corporate reputation
    • Intangible values
    • Stakeholders Catalonia Television

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