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...

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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
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dc.title.eng.fl_str_mv Brand personality as a consistency factor in the pillars of CSR management in the new normal
title Brand personality as a consistency factor in the pillars of CSR management in the new normal
spellingShingle Brand personality as a consistency factor in the pillars of CSR management in the new normal
Responsabilidad social empresarial
Productos de marca
Brand name products
Brand personality
Corporate social responsibility
CSR management
Branding
sustainability
title_short Brand personality as a consistency factor in the pillars of CSR management in the new normal
title_full Brand personality as a consistency factor in the pillars of CSR management in the new normal
title_fullStr Brand personality as a consistency factor in the pillars of CSR management in the new normal
title_full_unstemmed Brand personality as a consistency factor in the pillars of CSR management in the new normal
title_sort Brand personality as a consistency factor in the pillars of CSR management in the new normal
dc.creator.fl_str_mv Mayorga Gordillo, Javier
García-Salirrosas, Elizabeth Emperatriz
dc.contributor.author.none.fl_str_mv Mayorga Gordillo, Javier
García-Salirrosas, Elizabeth Emperatriz
dc.subject.armarc.spa.fl_str_mv Responsabilidad social empresarial
Productos de marca
topic Responsabilidad social empresarial
Productos de marca
Brand name products
Brand personality
Corporate social responsibility
CSR management
Branding
sustainability
dc.subject.armarc.eng.fl_str_mv Brand name products
dc.subject.proposal.eng.fl_str_mv Brand personality
Corporate social responsibility
CSR management
Branding
sustainability
description 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
publishDate 2021
dc.date.issued.none.fl_str_mv 2021-05
dc.date.accessioned.none.fl_str_mv 2022-06-22T16:38:25Z
dc.date.available.none.fl_str_mv 2022-06-22T16:38:25Z
dc.type.spa.fl_str_mv Artículo de revista
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dc.identifier.uri.none.fl_str_mv https://hdl.handle.net/10614/14002
dc.identifier.doi.none.fl_str_mv https://doi.org/10.3390/joitmc7020134
dc.identifier.instname.spa.fl_str_mv Universidad Autónoma de Occidente
dc.identifier.reponame.spa.fl_str_mv Repositorio Educativo Digital
dc.identifier.repourl.spa.fl_str_mv https://red.uao.edu.co/
url https://hdl.handle.net/10614/14002
https://doi.org/10.3390/joitmc7020134
https://red.uao.edu.co/
identifier_str_mv Universidad Autónoma de Occidente
Repositorio Educativo Digital
dc.language.iso.spa.fl_str_mv eng
language eng
dc.relation.citationendpage.spa.fl_str_mv 22
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dc.relation.citationstartpage.spa.fl_str_mv 1
dc.relation.citationvolume.spa.fl_str_mv 7
dc.relation.cites.spa.fl_str_mv García-Salirrosas EE., Gordillo JM. Brand Personality as a Consistency Factor in the Pillars of CSR Management in the New Normal. Journal of Open Innovation: Technology, Market, and Complexity. 2021; 7(2):134. https://doi.org/10.3390/joitmc7020134
dc.relation.ispartofjournal.eng.fl_str_mv Journal of Open Innovation: Technology, Market, and Complexity
dc.relation.references.none.fl_str_mv 1. Keller, K.L.; Lehmann, D.R. Brands and branding: Research findings and future priorities. Mark. Sci. 2006, 25, 740–759.[CrossRef]
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3. Blackett, T.; Harrison, T. Brand medicine: Use and future potential of branding in pharmaceutical markets. J. Med. Mark. Device Diagn. Pharm. Mark. 2001, 2, 33–49. [CrossRef]
4. Kotler, P.; Armstrong, G. Marketing, 14th ed.; Pearson Educación: London, UK, 2012.
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6. Pantano, E.; Pizzi, G.; Scarpi, D.; Dennis, C. Competing during a pandemic? Retailers’ ups and downs during the COVID-19 outbreak. J. Bus. Res. 2020, 116, 209–213. [CrossRef]
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8. Cohen, M.J. Does the COVID-19 outbreak mark the onset of a sustainable consumption transition? Sustain. Sci. Pract. Policy 2020, 16, 1–3. [CrossRef]
9. Chun-Tuan, C.; Xing-Yu, M.C. The give and take of cause-related marketing: Purchasing cause-related products licenses consumer indulgence. J. Acad. Mark Sci. 2020, 48, 203–221. [CrossRef]
10. Caro, F.J.; Castellanos, M.; Martín, I. Propuesta de una escala de medición de la responsabilidad social corporativa (RSC) en la actividad turística. Conoc Innovación Emprend Camino Futur. 2007, 2621–2632.
11. Adms, C.; Zutshi, A. Corporate Social Responsibility: Course Handbook. Aust. Account. Rev. 2004, 14, 31–39. [CrossRef]
12. Hoque, N.; Uddin, M.R.; Mamun, A. Corporate Social Responsibilities (CSR) as a Means of Materializing Corporate Vision: A Volvo Group Approach Board Structure and Liquidity Risk in the Banking Sector of Bangladesh View project Corporate Social Responsibilities (CSR) as a Means of Material. Asian Soc. Sci. 2014, 10. [CrossRef]
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dc.rights.eng.fl_str_mv Derechos reservados - MDPI, 2021
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spelling Mayorga Gordillo, Javier62e01ad4bf7cfecc4056a05d16db3f4eGarcía-Salirrosas, Elizabeth Emperatrizd40a50219ca1626dfe9f40de4b9e55ae2022-06-22T16:38:25Z2022-06-22T16:38:25Z2021-05https://hdl.handle.net/10614/14002https://doi.org/10.3390/joitmc7020134Universidad Autónoma de OccidenteRepositorio Educativo Digitalhttps://red.uao.edu.co/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 brand22 páginasapplication/pdfengMDPIDerechos reservados - MDPI, 2021https://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessAtribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0)http://purl.org/coar/access_right/c_abf2Brand personality as a consistency factor in the pillars of CSR management in the new normalArtículo de revistahttp://purl.org/coar/resource_type/c_6501http://purl.org/coar/resource_type/c_2df8fbb1Textinfo:eu-repo/semantics/articlehttp://purl.org/redcol/resource_type/ARTinfo:eu-repo/semantics/publishedVersionhttp://purl.org/coar/version/c_970fb48d4fbd8a85Responsabilidad social empresarialProductos de marcaBrand name productsBrand personalityCorporate social responsibilityCSR managementBrandingsustainability22217García-Salirrosas EE., Gordillo JM. Brand Personality as a Consistency Factor in the Pillars of CSR Management in the New Normal. Journal of Open Innovation: Technology, Market, and Complexity. 2021; 7(2):134. https://doi.org/10.3390/joitmc7020134Journal of Open Innovation: Technology, Market, and Complexity1. Keller, K.L.; Lehmann, D.R. Brands and branding: Research findings and future priorities. Mark. Sci. 2006, 25, 740–759.[CrossRef]2. Cepeda-Palacio, S.D. Alcances Actuales Del Concepto De Marca. Un Estudio Comparativo, En La Historia. Entramado 2014, 10, 128–142. Available online: https://dialnet.unirioja.es/servlet/articulo?codigo=5473593 (accessed on 12 November 2020). [CrossRef]3. Blackett, T.; Harrison, T. Brand medicine: Use and future potential of branding in pharmaceutical markets. J. Med. Mark. Device Diagn. Pharm. Mark. 2001, 2, 33–49. [CrossRef]4. Kotler, P.; Armstrong, G. Marketing, 14th ed.; Pearson Educación: London, UK, 2012.5. Donthu, N.; Gustafsson, A. Effects of COVID-19 on business and research. J. Bus. Res. 2020, 117, 284–289. [CrossRef] [PubMed]6. Pantano, E.; Pizzi, G.; Scarpi, D.; Dennis, C. Competing during a pandemic? Retailers’ ups and downs during the COVID-19 outbreak. J. Bus. Res. 2020, 116, 209–213. [CrossRef]7. Sarkis, J.; Cohen, M.J.; Dewick, P.; Schröder, P. A brave new world: Lessons from the COVID-19 pandemic for transitioning to sustainable supply and production. Resour. Conserv. Recycl. 2020, 159, 104894. [CrossRef]8. Cohen, M.J. Does the COVID-19 outbreak mark the onset of a sustainable consumption transition? Sustain. Sci. Pract. Policy 2020, 16, 1–3. [CrossRef]9. Chun-Tuan, C.; Xing-Yu, M.C. The give and take of cause-related marketing: Purchasing cause-related products licenses consumer indulgence. J. Acad. Mark Sci. 2020, 48, 203–221. [CrossRef]10. Caro, F.J.; Castellanos, M.; Martín, I. Propuesta de una escala de medición de la responsabilidad social corporativa (RSC) en la actividad turística. Conoc Innovación Emprend Camino Futur. 2007, 2621–2632.11. Adms, C.; Zutshi, A. Corporate Social Responsibility: Course Handbook. Aust. Account. Rev. 2004, 14, 31–39. [CrossRef]12. Hoque, N.; Uddin, M.R.; Mamun, A. Corporate Social Responsibilities (CSR) as a Means of Materializing Corporate Vision: A Volvo Group Approach Board Structure and Liquidity Risk in the Banking Sector of Bangladesh View project Corporate Social Responsibilities (CSR) as a Means of Material. Asian Soc. Sci. 2014, 10. [CrossRef]13. Bhattacharya, C.B.; Korschun, D.; Sen, S. Strengthening stakeholder-company relationships through mutually beneficial corporate social responsibility initiatives. J. Bus. Ethics 2009, 85, 257–272. [CrossRef]14. Carroll, A.B. The Pyramid of Corporate Social Responsibility: Toward the Moral Management of Organizational Stakeholders. Bus. Horiz. 1991, 34, 39–48. [CrossRef]15. Accinelli, E.; De la Fuente, J.L. Responsabilidad social corporativa, actividades empresariales y desarrollo sustentable Modelo matemático de las decisiones en la empresa. Contaduría Adm. 2013, 58, 227–248. [CrossRef]16. De Lara, M.I. La Responsabilidad Social de la Empresa; Edisofer: Madrid, Spain, 2003. Available online: https://dialnet.unirioja.es/ servlet/libro?codigo=214066 (accessed on 10 October 2020).17. Anderson, E.W.; Fornell, C.; Lehmann, D.R. Customer Satisfaction, Market Share, and Profitability: Findings from Sweden. J. Mark. 1994, 58, 53. [CrossRef]18. Kotler, P. Marketing for Non-Profit Organizations; Englewood Cliffs, N.P.-H., Ed.; Prentice-Hall: Englewood Cliffs, NJ, USA, 1982. Available online: https://www.biblio.com/marketing-for-non-profit-by-kotler-philip/work/897136 (accessed on 20 September 2020).19. Freling, T.H.; Crosno, J.L.; Henard, D.H. Brand personality appeal: Conceptualization and empirical validation. J. Acad. Mark. Sci. 2011, 38, 392–406. [CrossRef]20. Arora, R.; Stoner, C. 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Sci. 2005, 10, 9–37.Comunidad universitaria en generalPublicationLICENSElicense.txtlicense.txttext/plain; charset=utf-81665https://dspace7-uao.metacatalogo.com/bitstreams/87b35d0b-ead3-4dee-8009-238873626c42/download20b5ba22b1117f71589c7318baa2c560MD5210614/14002oai:dspace7-uao.metacatalogo.com:10614/140022024-01-19 17:31:22.086https://creativecommons.org/licenses/by-nc-nd/4.0/Derechos reservados - MDPI, 2021metadata.onlyhttps://dspace7-uao.metacatalogo.comRepositorio UAOrepositorio@uao.edu.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