Preprint Article Version 1 Preserved in Portico This version is not peer-reviewed

The Brand Personality as a Factor of Consistency in the Pillars of CSR Management in the New Normality

Version 1 : Received: 1 April 2021 / Approved: 5 April 2021 / Online: 5 April 2021 (12:33:00 CEST)

A peer-reviewed article of this Preprint also exists.

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.

Journal reference: J. Open Innov. Technol. Mark. Complex. 2021, 7, 134
DOI: 10.3390/joitmc7020134

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

SOCIAL SCIENCES, Marketing

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