Abstract
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.
Highlights
The brand is considered one of the most valuable intangible assets that companies have, so brand management has become a managerial priority in recent times [1]
This paper aims at adapting the dimension of the socially responsible brand personality (SRBP) proposed by [44], taking the situation experienced due to the COVID-19 pandemic as a new context
The updating and structuring of a socially responsible brand personality, which is the purpose of this work, starts from the consultation of a group of university students about the assessment of the appropriate descriptors to structure it, taking into account that such an assessment process is carried out in a context convulsed by the COVID-19 pandemic
Summary
The brand is considered one of the most valuable intangible assets that companies have, so brand management has become a managerial priority in recent times [1]. One of the important functions that brands fulfill is related to their influence on the buying decision-making [2] This is due to its leading role in the identification and differentiation of products or services in the market [3]. The context of universal crisis caused by the COVID-19 pandemic, characterized by uncertainty and the feeling of constant risk, has led to a drastic change in the way consumers behave [5] turning this situation into a challenge for both managers and scholars to seek new ways to deal with this situation [6] This pandemic will bring profound changes regarding sustainability [7], which means a new beginning for sustainable consumption [8], where consumers favor the consumption of products and services of companies that demonstrate responsible behavior with their different stakeholders [9].
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