This paper aims to study the effect of corporate social responsibility (CSR) on brand image and brand equity and its impact on consumer satisfaction. The study follows a quantitative methodology, using the implementation of an online questionnaire distributed to people who bought, during the pandemic, a product that used a CSR action. Subsequently, data were analyzed through Smart PLS, following the Structural Equation Model. It was possible to conclude that the CSR initiatives positively affect consumer satisfaction through the mediating effect of brand image and brand equity. Further, brand image and brand equity improve when companies use CSR initiatives, and, despite what previous research has concluded, consumer satisfaction is not affected directly when CSR initiatives are used. This research has also showed that CSR’s impact on brand image is higher for men, and CSR initiatives’ impact on brand equity is also higher for regular purchase consumers.

Organizations have come to realize that beyond satisfaction, customers desire an emotional attachment with brands, developing true love or hate feelings towards them. Now, can this feeling be visible in the intangibility of the services sector? This research has focused on Brand Love and its’ relationship with customer delight when services are concerned. Three specific dimensions were explored: the physical environment where the service takes place, the innovation factor in the service as well as the employees that provide it. The methodology adopted for this research has consisted of the construction of a structural equations model conveyed by a questionnaire. By analyzing the obtained results using SmartPLS software, we have found that in a service's context, Brand Love can also be verified. This is possible due to customer delight regarding the service, visible mostly in the dimension of the physical surrounding where the service is provided. We have verified that this love for the brand can generate positive word-of-mouth, as well as a willingness to pay a superior cost for the same service. These results reinforce the importance that service brands should place on their tangible assets to generate their own brand ambassadors while growing their profitability margins. DOI: https://doi.org/10.54663/2182-9306.2023.sn13.156-176

In an exhibition context, brands seek to ensure that the advertising they use is remembered and perceived positively by consumers. Therefore, storytelling has assumed an increasingly relevant role. Therefore, decisions must be made about the structure and content of advertising, so that the objectives are achieved. Therefore, the objective of this investigation is to understand whether advertising recall with storytelling and, in particular, two components - structure and content - influence consumers' general opinion about storytelling advertising and their opinion in relation to specific factors: information, entertainment, trust and irritation. Through a questionnaire, with 202 valid responses, and using SPSS for statistical analysis, it was possible to measure the results. Therefore, it was concluded that the advertisements most remembered by respondents are related to drinks. The structure of recalled advertising influence’s opinion about information, trust and entertainment. The content of the recalled advertising, and opinions about information and entertainment influence the general opinion about it. Irritation caused by advertising negatively influences opinion regarding entertainment, trust and general opinion about storytelling advertising.