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The Brand Personality as a Factor of Consistency in the Pillars of CSR Management in the New Normality
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Submitted:
01 April 2021
Posted:
05 April 2021
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Abstract
This document aims to adapt the dimension of the Socially Responsible Brand Personality (SRBP), proposed by Mayorga (2017), in the midst of the Covid-19 pandemic. The interest of this work is to contribute with the management of the CSR, contributing from a communicational perspective with a tool that optimizes the construction 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, which can be presumed to be generated by the current environment and can be established as a pillar of CSR management in the new normality.
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Subject: Business, Economics and Management - Marketing
Copyright: This open access article is published under a Creative Commons CC BY 4.0 license, which permit the free download, distribution, and reuse, provided that the author and preprint are cited in any reuse.
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