Responsabilidade social corporativa em tempo de crise: como as iniciativas responsáveis no período pandêmico contribuíram com a marca?

Abstract

The various social challenges have made consumers more demanding regarding the products and services they consume, requiring companies to act in a socially and responsible manner. As a result, companies have been striving to develop Corporate Social Responsibility (CSR) strategies to meet the new demands of consumers and stand out in the competitive market. However, many studies have shown that when companies undertake CSR initiatives, they can influence consumers' perception and purchase intention, with such initiatives having an even greater effect in times of crisis, such as the COVID-19 pandemic. Therefore, this research aimed to analyze how responsible initiatives during the pandemic period contributed to the brand. For this purpose, a sample of 425 respondents was collected and analyzed using Structural Equation Modeling. The results indicated that the economic dimension of CSR had a significant effect on brand aspects. This finding suggests that during times of crisis, such as the COVID-19 pandemic, consumers are more concerned with immediate issues and seek to mitigate the risks associated with the scarcity of essential resources for subsistence during a crisis.