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

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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.
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Keywords: Catalan identity; Catalonia Television; Corporate Social Responsibility; corporate reputation; intangible values; stakeholders

Document Type: Research Article

Affiliations: 1: Pontificia Bolivariana University 2: Autonomous University of Barcelona

Publication date: 2017-04-01

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  • The Catalan Journal of Communication and Cultural Studies (CJCS) is committed to publishing research and theoretical articles in the fields of media studies, popular culture and cinema, public relations and advertising studies, social communication, new media, language uses in the media, communication and cultural policies, social and national identities, gender studies, sports and leisure, tourism and heritage, among other related issues. CJCS publishes double blind peer-reviewed articles and its aims and scope cover not only Catalan media and cultural systems but also other social contexts.
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