Corporate Legitimacy and COVID-19 - Spanish citizens' perceptions during confinement - Fundación Camilo Prado
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Corporate Legitimacy and COVID-19 Spanish citizens' perceptions during confinement Results from the survey developed by Management & Business Economics Research Group (Rey Juan Carlos University), in collaboration with Fundación Camilo Prado
Index
Objective
Situation in Spain
Companies and Actions during COVID-19
Companies and Country Brand
Companies and Politics
Companies and Consumers
Consumers and the Media
Companies and Legitimacy
Data Sheet
Research Team
mberesearch.com 1
Objective
The health emergency caused by COVID-19 has created a complex context from the health point of view, but also from a social,
economic and political perspective, which has led to an uncertain situation regarding the future
Before COVID-19 companies were focused on the United Nations Sustainable Development Goals. During this situation we have
seen how some of these goals improve (environmental) while others worsen in societies where many of them were already
surpassed. It is disturbing to see the increase in the economic, salary and gender gap, the entrepreneurship problems, the loss of
rights and liberties as well as the lack of respect to the elderly.
This situation made us think whether the institutions and companies were being responsible given the circumstances or not, if
they were behaving in an ethical manner, and if their behavior during confinement was going to generate changes in the citizens'
habits. Therefore, we asked ourselves, are companies doing what they should? Are they legitimate? Are they adapting to this
reality and helping the population?
In this study, we present the responses to the questions regarding the relationship between companies and Covid-19,
responsible behavior, impact on our future consumption habits, our government and the legitimacy of companies during the
confinement in Spain.
mberesearch.com 2Spain: COVID-19 evolution
Growth rate Instant basic reproductive number (RT)
Spain Spain
daily cases
days days
Date
Date
Source: Health Ministry, Spain (2020)
mberesearch.com 3Companies and Actions
during COVID-19
Are the actions developed by companies during
7% 12% 32% 35% 14%
this crisis adequate?
Do these actions represent any benefit for
11% 13% 27% 32% 17%
citizens?
Do you think that they are adapting to the
social demands arising from this situation?
11% 21% 26% 30% 13%
And, considering the health emergency. Are
they fulfilling the law? 7% 13% 27% 28% 24%
1 2 3 4 5
Evaluate from 1 to 5, considering that 1 is completely disagree and 5 completely
agree
mberesearch.com 4Companies and Actions
during COVID-19
Are they helping their employees to fulfill the law? 9% 15% 31% 26% 18%
Are they fulfilling the health requirements? 11% 15% 29% 31% 14%
In general terms, do you think that companies are
12% 18% 32% 28% 9%
being managed correctly in this situation?
1 2 3 4 5
Evaluate from 1 to 5, considering that 1 is completely disagree and 5 completely
agree
mberesearch.com 5Companies and Actions
during COVID-19
52% 33% 44%
believe that companies
perceive that companies perceive that companies
are fulfilling the Law are adapting successfully are helping their
to this crisis employees adapt to
these circumstances
mberesearch.com 6Companies and
Country Brand
Are they an example of how companies should
be behaving in other countries under this
17% 19% 27% 26% 11%
situation?
Are they contributing to improve our country´s
17% 18% 30% 22% 12%
image?
37%
consider that they are a good or
1 2 3 4 5
Evaluate from 1 to 5, considering that 1 is completely disagree and 5 completely
agree
very good example for other
countries
mberesearch.com 7Companies and
Politics
Are they approaching this crisis better that our
10% 7% 17% 24% 42%
politicians?
Should they become available for the
government to help them overcome this crisis? 13% 9% 18% 27% 34%
What do you think about the European Union?
28% 19% 28% 16% 9%
Are they managing the situation better than our
companies?
1 2 3 4 5
Evaluate from 1 to 5, considering that 1 is completely disagree and 5 completely
agree
mberesearch.com 8Companies and
Politics
66% 47% 61%
believe that companies
believe that companies are believe that companies are
doing things better or doing things better or should become available
much better than our much better than the for the government to
politicians European Union help them overcome this
crisis
mberesearch.com 9Companies and
Consumers
When we return to our normal lives…will your
perceptions have changed regarding some 14% 10% 26% 29% 21%
companies?
Will the origin of products affect your purchase
decisions? For example, made in China, made in 21% 8% 15% 23% 34%
Bangladesh, made in Spain?
Are you worried about how COVID-19 will affect 9% 8% 10% 19% 53%
your profession and income level?
Are you concerned about it? 12% 10% 21% 24% 33%
1 2 3 4 5
Evaluate from 1 to 5, considering that 1 is completely disagree and 5 completely
agree
mberesearch.com 10Companies and
Consumers
The concern and anxiety that citizens are perceiving during the Covid-19 crisis will
influence the perceptions about companies and on a higher propensity for consuming
products and services from charitable companies.
60% 57%
consider that the origin
72% 57%
consider that their believe that this feel concerned
perceptions about of the product will situation will affect
companies will affect their purchase their income
change decisions
mberesearch.com 11Consumers and
the Media
Are you tired of watching the news and see that
nothing is changing? 6% 3% 12% 21% 57%
Do you consider that the media affect your
opinion about companies? 13% 9% 14% 24% 40%
1 2 3 4 5
78%
are tired or very tired of watching
Evaluate from 1 to 5, considering that 1 is completely disagree and 5 completely
agree
the news and seeing that nothing
is changing
mberesearch.com 12Companies and Legitimacy
Ranking. Legitimacy by Sector
70%
62,61%
60%
50%
40%
30% 24,52%
20%
10,43%
10% 3,48% 5,04% 5,22% 6,43%
0%
-10% -5,04%
-12,52% -13,91%
-20% Restaurant Public Admin.* Communication Tourism Banking Health Commerce Automotive Food Textile
Services
* To the questions, “Could you specify three examples of companies/sectors that are contributing to overcome this crisis?” Some
respondents answered the public sector, government, or politicians. Considering the research relevance of the responses, the
information was gathered in pages 15 to 20.
mberesearch.com 13Companies and Legitimacy
Ranking. Companies that gain Legitimacy
70%
60% 58,26%
50%
40%
30%
20% 16,35%
9,91%
10% 7,30% 7,13%
4,00% 3,13% 2,61% 2,09% 1,91%
0%
Inditex Mercadona Seat Banco El Corte Inglés Iberdrola Mango Naturgy Telefónica Iberia
Santander
mberesearch.com 14Companies and Legitimacy
Ranking. Companies that loose Legitimacy
0%
-2% -1,04% -1,04% -1,04% -1,22% -1,22% -1,39% -1,39% -1,57%
-2,78% -3,13%
-4%
-4,17%
-6%
-8%
-10%
-12%
-12,87%
-14%
mberesearch.com 15The actions developed by companies during the confinement have
affected their legitimacy level. Companies which have behaved correctly,
adapting to social requirements, have reinforced their legitimacy.
Textile and Food Government,
62%
increase in the
Industry are the sectors that
gain more legitimacy
Atresmedia
and Mediaset
legitimacy of the the ones that loose
Textile sector Inditex, Mercadona more legitimacy
and Seat the companies
that gain more legitimacy
mberesearch.com 16Companies and Legitimacy
Ranking. Legitimacy impacts performance by Sector
100%
82% 78%
80%
61% 61% 59%
60%
40%
20% Public
Insurance Delivery Restaurant. Commun. Admin.
0%
Industry Textile Tourism Water Automotive
-20% -12%
-20%
-28%
-40%
-60%
-61%
-80%
-82%
-100%
mberesearch.com 17Companies and Legitimacy
Ranking. Legitimacy impacts performance by Companies
100% 95%
85%
80% 74% 72%
64% 59%
60%
40%
20% FC Burger
RTVE Barcelona Atresmedia King Gobierno Mediaset
0%
Seat Inditex Real Atlético Mercadona Mango
-20% Madrid de Madrid
-40%
-48%
-60%
-80% -72%
-80% -84%
-100% -96% -100%
mberesearch.com 18Some companies achieve very high legitimacy performance per each
generated impact
Industry and Textile are the sectors
95%
which obtain a higher legitimacy performance
per generated impact
legitimacy
Public Administration and performance of
SEAT per each
Communication are the sectors with less generated impact
legitimacy performance per generated impact
mberesearch.com 19Data Sheet
Survey developed by Management & Business Economics Research Group from Rey Juan Carlos University,
in collaboration with Fundación Camilo Prado
Universe: Resident population in Spain with more than 18 years old
Sample: 575 Anonymous effective responses
Sampling: Non-probabilistic through standardized snowball by population and regional structure
Contact method: Auto – administered online surveys
Field-work: From the 17th of April to the 8th of May 2020
mberesearch.com 20Research Team
The research is being developed simultaneously in the following countries:
SPAIN MEXICO
ITALY COLOMBIA
PORTUGAL CHILE
UNITED STATES PERU
mberesearch.com 21Research Team
RESEARCH TEAM MEMBERS
Dr. Alicia Blanco-González Dr. Gabriel Cachón Rodríguez D. Adrián López Balboa
Universidad Rey Juan Carlos Universidad Rey Juan Carlos Universidad Rey Juan Carlos
Project Coordinator Dr. Jorge Luís Casas Novas Dr. Giorgia Miotto
Universidade de Évora Universidad Ramón Llull
Dr. Cristina del Castillo-Feito Mrs. Macarena Urenda
Dr. Alfredo Delgado Guzmán Universidad Rey Juan Carlos Duoc Uc
Universidad Nacional Autónoma de México Dr. Elsa Esther Choy Zevallos Dr. Paola Plaza Casado
Project Coordinator Latam Universidad Nacional Mayor de San Marcos Universidad Rey Juan Carlos
Dr. Luis Tomás Díez de Castro Dr. Camilo Prado Román
Fundación Camilo Prado Universidad Rey Juan Carlos
Dr. Gregory Payne Dr. Francisco Díez-Martín Dr. María Luisa Saavedra
Emerson College Universidad Rey Juan Carlos Universidad Nacional Autónoma de México
Project Coordinator United States D. Fernando Flores Dr. Elías Ramírez Plazas
Foro Ecuménico Social Universidad Surcolombiana
Dr. Jaime Gil Lafuente Dr. Berta Silva Palavecinos
Dr. Domenico Marino Universidad de Barcelona Pontificia Universidad Católica de Valparaíso
Università degli Studi Mediterranea di Reggio Calabria Dr. Raúl Gómez Martínez D. Pablo Suasnavas
Project Coordinator Italy Universidad Rey Juan Carlos Universidad Internacional Sek Ecuador
mberesearch.com 22MBRESEARCH
http://www.mberesearch.com/ info@mberesearch.com @mbe_research
It is a recognized research group by Rey Juan Carlos University
One of its main lines is research about legitimacy
Publicactions in international impact journals: Review of Managerial Science, Journal Business Research, American
Behavioral Scientist, European Research on Management and Business Econonomics, European Journal of Management and
Business Economics, Journal of Management and Business Education, Management Decision, Psychology and Marketing,
International Entrepreneurship and Management Journal, European Journal of International Management, among others
Paper presentations in national and international congresses (U.S.A., Mexico, Japan, Italy, France, United Kingdom, Germany,
Romania, Latvia, Russia, Argentina, Hungary, Montenegro, Ecuador or Chile)
Awards: AEDEM, BME, ESIC, Reina María Cristina, IAMB, FESIDE, Cesgar, AJICEDE, CIBECEM, Reale, among others
mberesearch.com 23Corporate Legitimacy and COVID-19 Spanish citizens' perceptions during confinement Results from the survey developed by Management & Business Economics Research Group (Rey Juan Carlos University), in collaboration with Fundación Camilo Prado ISBN: 978-84-09-21100-5 Editor: Alicia Blanco-González Authors / researchers: Alicia Blanco-González, Gabriel Cachón Rodríguez; Ana Cruz Suárez, Jorge Luís Casas Novas, Cristina del Castillo-Feito, Elsa Esther Choy Zevallos, Alfredo Delgado Guzmán, Susana Díaz Iglesias, Luis Tomás Díez de Castro, Francisco Díez-Martín, Sandra Escamilla Solano, Fernando Flores, Jaime Gil Lafuente, Raúl Gómez Martínez, Adrián López Balboa, Domenico Marino, Juan Gabriel Martínez-Navalón, Giorgia Miotto, Mª del Carmen de la Orden de la Cruz, Laura Pascual Nebreda, Gregory Payne, Jessica Paule Vianez, Iria Paz Gil, Paola Plaza Casado, Camilo Prado Román, Alberto Prado Román, Miguel Prado Román, María Luisa Saavedra, Elías Ramírez Plazas, Berta Silva Palavecinos, Pablo Suasnavas, Macarena Urenda © 2020: Authors
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