“…It is evident in the literature that when a company cares towards society it creates a long‐lasting social identity which generates brand loyalty associated with long term profits (García‐Sánchez, Hussain, et al, 2019; García‐Sánchez, Martínez‐Ferrero, et al, 2019; García‐Sánchez & Noguera‐Gámez, 2017; He et al, 2012; Hou, 2019; Khatib et al, 2021; Martínez‐Ferrero et al, 2015; McLaughlin et al, 2019; Mio et al, 2020; Muserra et al, 2020; Pistoni et al, 2018; Roberts et al, 2021; Romito & Vurro, 2021). It is observed that these socially accountable businesses managed to survive the Covid‐19 crisis.…”