Brand personality as a consistency factor in the pillars of CSR management in the new normal

During such a complex crisis as the one experienced by humanity since the first quarter of 2020, it is necessary to develop tools that contribute to creating the corporate image for organizations that are currently interested in being identified as brands with high social and environmental commitmen...

Full description

Autores:
Mayorga Gordillo, Javier
García-Salirrosas, Elizabeth Emperatriz
Tipo de recurso:
Article of journal
Fecha de publicación:
2021
Institución:
Universidad Autónoma de Occidente
Repositorio:
RED: Repositorio Educativo Digital UAO
Idioma:
eng
OAI Identifier:
oai:red.uao.edu.co:10614/14002
Acceso en línea:
https://hdl.handle.net/10614/14002
https://doi.org/10.3390/joitmc7020134
https://red.uao.edu.co/
Palabra clave:
Responsabilidad social empresarial
Productos de marca
Brand name products
Brand personality
Corporate social responsibility
CSR management
Branding
sustainability
Rights
openAccess
License
Derechos reservados - MDPI, 2021
Description
Summary:During such a complex crisis as the one experienced by humanity since the first quarter of 2020, it is necessary to develop tools that contribute to creating the corporate image for organizations that are currently interested in being identified as brands with high social and environmental commitment. Likewise, elements that contribute to building strong brands during a context that has changed consumption priorities are required. For this reason, this paper aims at adapting the dimension of socially responsible brand personality (SRBP), proposed by Mayorga (2017), taking the situation experienced due to the COVID-19 pandemic as a new context. The objective of this research is to contribute to the management of corporate social responsibility (CSR) by providing, from a communicative perspective, a tool that optimizes the creation of a socially responsible image by the different stakeholders. The results allow us to conclude that there is a structural modification of the brand personality proposed by Mayorga, which can be presumed to be generated by the current environment, and which, therefore, can be established as a pillar of CSR management in the new normal, from a relational point of view. The findings clearly identify the virtue of integrity in brand personality, which is made up of two attributes, which, in turn, are made up of 17 traits that can identify a socially responsible brand