%0 Journal Article
%T MARKETING AND SOCIAL IN BRAZILIAN BANKS: EVIDENCE FOR ASYMMETRIC DOI: 10.5585/remark.v9i1.2154 O MARKETING E O SOCIAL NOS BANCOS BRASILEIROS: EVID¨ºNCIAS DE RELA  ES ASSIM¨¦TRICAS DOI: 10.5585/remark.v9i1.2154
%A S¨¦rgio Luiz do Amaral Moretti
%J REMark : Revista Brasileira de Marketing
%D 2010
%I 
%R 10.5585/remark.v9i1.2154
%X The objective of this study is to investigate the communication methods of a number of national banks based on social and environmental appeal by analyzing their social responsibility practices. The principal reason leading to this study is the ever-growing application of these factors by certain banks, including the Brazilian Bank Federation (Febraban), which shows the significance of this theme for the target groups involved. The last-known data available was gathered together for a study titled ¡°Comparative evaluation of social and environmental responsibilities of banks in Brazil (roughly translated from ¡°Avalia  o comparativa da responsabilidade socioambiental dos bancos no Brasil¡±). This was completed in 2008 by the Brazilian Institute of Consumer Protection (IDEC), and in Fenabran¡¯s 2008 Social Report on Corporate Social Responsibility(RSE) practices performed by the associated banks. The results obtained from these reports were confronted using related literature. The acquired results illustrate the practices undertaken by the banking sector prove to be asymmetrically negative when compared with what publicity campaigns market as ideal. The less than perfect results in practices related to consumers are the most striking ¨C this is what the business is modeled around. For that reason, the practices should have already been incorporated in operational procedures. The management implications are numerous and serve as a warning for companies. Consumers¡¯ complaints concerning the service provided to them signals that something is askew in the banking sector. O objetivo deste trabalho ¨¦ investigar a comunica  o de alguns bancos nacionais com base no apelo social ou ambiental, comparativamente a evid¨ºncias de suas pr¨¢ticas de responsabilidade social. A principal raz o para este estudo ¨¦ o crescente uso desse apelo por alguns bancos, inclusive pela pr¨®pria Federa  o dos Bancos Brasileiros (Febraban), indicando a importancia do tema para os p¨²blicos envolvidos. Os ¨²ltimos dados dispon¨ªveis para proceder a esta investiga  o est o reunidos na pesquisa Avalia  o comparativa da responsabilidade socioambiental dos bancos no Brasil, realizada em 2008 pelo Instituto Brasileiro de Defesa do Consumidor (IDEC), e no Relat¨®rio Social da Febraban de 2008 sobre as pr¨¢ticas de Responsabilidade Social das Empresas (RSE) dos bancos associados ¨¤ federa  o. Os resultados desses relat¨®rios foram confrontados com a literatura sobre o tema. Pode-se observar que as pr¨¢ticas do setor banc¨¢rio em temas como trabalhadores, meio ambiente e consumidores apresentaram resultados ass
%K Corporate Social Marketing
%K Corporate Social Responsibility
%K Social and Environment.
%U http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2154