García-Salirrosas, E.E.; Gordillo, J.M. Brand Personality as a Consistency Factor in the Pillars of CSR Management in the New Normal. J. Open Innov. Technol. Mark. Complex.2021, 7, 134.
García-Salirrosas, E.E.; Gordillo, J.M. Brand Personality as a Consistency Factor in the Pillars of CSR Management in the New Normal. J. Open Innov. Technol. Mark. Complex. 2021, 7, 134.
García-Salirrosas, E.E.; Gordillo, J.M. Brand Personality as a Consistency Factor in the Pillars of CSR Management in the New Normal. J. Open Innov. Technol. Mark. Complex.2021, 7, 134.
García-Salirrosas, E.E.; Gordillo, J.M. Brand Personality as a Consistency Factor in the Pillars of CSR Management in the New Normal. J. Open Innov. Technol. Mark. Complex. 2021, 7, 134.
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.
Keywords
Brand Personality; Corporate Social Responsibility; CSR Management; Branding; Sustainability
Subject
Business, Economics and Management, Marketing
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
