Happiness Management a culture to explore from Brand Orientation as a sign of Responsibily and Sustainable Production.”

  1. Rafael Ravina Ripoll 1
  2. Estela Núñez Barriopedro 2
  3. David Almorza-Gomar 3
  4. Luis Bayardo Tobar-Pesantez 4
  1. 1 Department of Business Management, Faculty of Economic and Business Sciences, INDESS, University of Cádiz, Cádiz, Spain
  2. 2 Economics and Business Management Department, Faculty of Economics, Business and Tourism, University of Alcalá, Alcalá de Henares, Spain
  3. 3 Universidad de Cádiz
    info

    Universidad de Cádiz

    Cádiz, España

    ROR https://ror.org/04mxxkb11

  4. 4 Faculty of Economics, Salesian Polytechnic University, Cuenca, Ecuador
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Actas:
20º Congreso Internacional de Marketing Público y No Lucrativo, con el lema "Marketing Público y No Lucrativo en el Marco de los Objetivos de Desarrollo Sostenible",

Editorial: Frontiers

ISSN: 1664-1078

Año de publicación: 2021

Páginas: 1-13

Tipo: Aportación congreso

DOI: 10.3389/FPSYG.2021.727845 GOOGLE SCHOLAR lock_openRODIN editor

Resumen

The overarching call to action represented by the sustainable development goals (SDGs) calls for new sustainable production and management models. Likewise, in periods of crisis, such as the current COVID-19 pandemic, companies are forced to develop competitive and sustainable development strategies to increase their brand value and achieve a good market position. Therefore, this work’s main objective is to design a structural equation modelling (SEM) to analyse the main critical dimensions of brand orientation to influence happiness in responsible and sustainable entities. For this purpose, a descriptive cross-sectional study was carried out based on primary data from a survey of a representative sample of 216 managers of small- and medium-sized enterprises in Andalusia (Spain) in the construction, industry and services sectors. The model results reveal significant dimensions of brand orientation and positively direct influence on happiness management. One of the significant managerial implications of this work is that the model allows for more responsible and sustainable management of entities by considering brand orientation about happiness.