Estrella Barrio

Autonomous University of Barcelona | UAB ·  Departamento de Publicidad, Relaciones Públicas y Comunicación Audiovisual

Radio is an audio communication medium that has always stood out for its credibility and close relationship to its audience, which makes it an appealing option for organizations that want to make their responsible behavior known. The Covid-19 pandemic has created a new landscape in which the strategic role of corporate social responsibility (CSR) i...

The emotional potential of sound is an excellent resource for companies and institutions seeking to test new ways of communicating with their stakeholders through the senses. However, there are still few organizations that include sound as a conveyer of their corporate identity. Audio branding aims to expand the contact points with audiences by inc...

Corporate social responsibility (CSR) has become the central theme of many debates on the role of organizations in society in recent years. The voluntary incorporation of strategies that influence economic profitability and in turn social and environmental issues is already a reality in companies. This article has several aims: (1) to analyse wheth...

This article takes a quantitative approach to Spanish radio advertising and the stereotypes and female roles that it broadcasts in a medium that has traditionally had high female audience rates in our country. From content analysis of 679 radio ads extracted from the 3 main general Spanish radio stations and collected 10 years apart, the study atte...

Audio branding

This book consists of a manual aimed at students, researchers and professionals in the field of CSR (Corporate Social Responsibility) in which the author performs a theoretical and practical review of CSR and its management. The work is divided into five chapters. The first three are dedicated to clarifying, from a didactic approach, the concept of...

En el presente artículo se realiza una revisión de la literatura que aborda la gestión de la Responsabilidad Social Corporativa (RSC), con el objetivo de realizar una propuesta de modelo teórico de la gestión de la RSC. En el actual panorama empresarial en el que nos encontramos con una creciente desconfianza hacia las organizaciones y la llegada d...

Estamos asistiendo a un momento de cambio en el contexto empresarial, lo cual repercute directamente en el comportamiento de las organizaciones con sus stakeholders. En esta nueva realidad, analizamos, a partir de la metodología del estudio de caso, cómo la estrategia de Responsabilidad Social Corporativa (RSC) de una organización contribuye al des...

Desde hace unos años estamos siendo testigos del auge de la Responsabilidad Social Corporativa (RSC) debido a una serie de fenómenos que están cambiando el panorama empresarial. Un fenómeno clave sin el que no se puede entender el apogeo de la RSC es la redefinición de la empresa desde la teoría de los stakeholders de Freeman, que concibe las organ...

Introduction: We are living a moment of change in business context, which directly affects organizations’ behaviour with society, through which a proper management of Corporate Social Responsibility (CSR) satisfies its starkeholders' interests. Methodology: The aim of this research is to analyze, focuzed on the Unilever Spain case study, how the di...

Avirtual learning environment contributes to create a more personalized teacher’s monitoring and attention. The on-line education creates an interactive space among teachers, students and coordinators that allows participants to exchange ideas, knowledge and experiences at the same level. The online Master’s Degree in Business and Institutional Com...

Las últimas décadas han sido testigo del auge de la implementación de la Responsabilidad Social Corporativa (RSC) por parte de las empresas y de su estudio desde la Academia. Algunas investigaciones muestran el creciente interés de las empresas por comunicar sus acciones de RSC especialmente a través de las webs corporativas. Esta investigación, ba...