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

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.

Green Marketing Practices Related to Key Variables of Consumer Purchasing Behavior

“…In this review, it was found that institutional image strategies, the development of the green brand, CSR, green communication, ethical conduct, and the development of organizational culture with green policies have direct effects by increasing trust, word-of-mouth recommendations, credibility, satisfaction, loyalty, perceptions of value, loyalty and purchasing decisions and intentions [4,26,29,31,34,37,43,61,62,65,68,78,79,[86][87][88]. These findings are consistent with the results on the integrity of the brand in the marketing process, implying that one of the attributes most valued by consumers is the personality of the brand developed through specific actions related to the conservation of the environment by companies, which ultimately determines purchasing decisions and raises businesses' reputation [105].…”

Consumer Behavior in Clothing Industry and Its Relationship with Open Innovation Dynamics during the COVID-19 Pandemic

“…This would also highlight how a company would be customer-experience- driven from open innovation, similar to the study of Kokins et al [ 89 ]. This could be an advantage for building brand personality in the new normal [ 90 ], which could be a pillar of open management during the COVID-19 pandemic. This may also be extended to consider new product development [ 91 ].…”

Environmentally Responsible Purchase Intention in Pacific Alliance Countries: Geographic and Gender Evidence in the Context of the COVID-19 Pandemic

“…Furthermore, consumer commitment plays a virtual role in increasing this product consumption [ 16 , 20 ]. In this sense, responsible companies, of all sizes, economic sectors and locations, are called upon to guide their marketing strategies to influence customers to consume more respectfully with regard to the environment [ 21 , 22 , 23 , 24 ].…”