Influencia de la responsabilidad social empresarial sobre la imagen corporativa de la ULEAM–Sucre.

Abstract

This research was conducted at the Universidad Laica Eloy Alfaro de Manabí Sucre Extension (ULeam-Sucre), a higher education institution, focusing on the university's corporate image in relation to the implementation of Corporate Social Responsibility (CSR). The objective was to evaluate stakeholder perceptions of the CSR actions implemented at Uleam-Sucre and their influence on the corporate image. A descriptive study was used, with analytical and synthetic methods. Practically, interviews with university representatives and surveys were conducted with students, faculty, and administrative staff. The data were tabulated and statistically analyzed. As a result, it was determined that Uleam-Sucre has implemented social responsibility strategies partially, without effective communication with its stakeholders. Therefore, many of these stakeholders do not associate their corporate image with attributes of social and environmental responsibility. Based on the findings, the development of a CSR strategic plan is proposed, with an emphasis on environmental protection through waste recycling, as well as a communications strategy to promote CSR initiatives and their positive impact on the community and the environment.