“…At this point, brand connection is a concept which helps explain consumer-company bonds (Harrigan, Evers, Miles, & Daly, 2018;Ming-Tan, Salo, Juntunen, & Kumar, 2018). As Park, Macinnis, Priester, Eisingerich, and Iacobucci 2010 With a view to establish the relationships between these concepts, we considered the S-O-R framework (Mehrabian & Russell, 1974)-a model rooted in environmental psychology, which establishes that a range of environmental factors, as encountered at a particular moment in time, act as stimuli (S), impacting people's internal state (i.e., perceptions and feelings) and thinking exercises (O) which, in turn, influences their behavioral responses (R) (Cao & Sun, 2018). In this sense, the work of Cambra-Fierro, Melero, and Sese (2017) presents a good illustration of the meanings of these dimensions: stimuli include all those things that we generally understand to be external motivations, CSR in our model; the organism component represents individuals' reactions that occur from exposure to the stimuli.…”