As perceções de ex–alunos e profissionais vinculados à Associação Cultural Casa de Música de Ouro Branco

Abstract

This study investigates how graduates and professionals perceive aspects such as corporate social responsibility, reputation, organizational ethics, trust, and loyalty at the Cultural Association Casa de Música de Ouro Branco. The research, characterized as applied, qualitative, and descriptive, employed semi-structured interviews to understand how these factors influence users’ relationship with the institution. The results indicate that elements such as a welcoming environment, ethical conduct, transparent communication, and perceived social impact significantly contribute to the construction of trust, identification, and long-term user retention. It was observed that the activities of Casa de Música go beyond the provision of musical activities, playing a formative, emotional, and community-oriented role in the daily lives of participants. Thus, this study seeks to contribute to the understanding of relationships established within third sector organizations, highlighting the importance of coherent and humanized institutional practices for strengthening bonds. As a perspective for future research, it is suggested to expand the investigated audience and to develop comparative studies with other Civil Society Organizations (CSOs) in the region, in order to deepen the understanding of factors that influence loyalty in different social and cultural contexts.