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The purpose of this paper is to analyze customers’ perceptions about brand personality in different cultural environments, checking if the archetypal framework of Mark and Pearson (2001) applies to different brands across countries.

The authors measured consumers’ perceptions in different cultural contexts through a survey, and received 537 valid questionnaires from Portugal, Brazil, Colombia and Peru, countries that have some similar indicators of cultural proximity. The authors wanted to verify if the words and sentences that respondents related to each brand were coherent with the archetype/brand, and the homogeneity of the results in different cultural contexts.

Empirical evidence shows that there is proximity between the literature review and the associations – words and sentences – that consumers from different countries make with those brands. This consistency of results is significantly higher for word associations.

Regardless of the results, the perceptions of consumers expressed through the selected words were often diverse and heterogeneous among countries. This could possibly indicate insufficient efforts from global brands toward a coherent brand personality/global-archetypal approach. Therefore, managing brand personality deserves more attention and marketers must understand consumer behavior patterns in different markets.

This study aims to understand the leadership characteristics of founders of social and environmental enterprises in Latin America who have achieved business success with a focus on sustainability despite difficult social, economic, political and even health contexts in which they live.

This nonexperimental research is a qualitative, descriptive and exploratory study. Twenty-one in-depth interviews were conducted with social/environmental entrepreneurs of the Kunan Network (an organization that groups the entrepreneurial ecosystem in Peru).

The study analyzes the leadership profile and characteristics of entrepreneurs who have created profitable businesses with a social/environmental focus that solve relevant social problems and contribute to improving people’s quality of life and caring for the environment.

Although only 21 business leaders with outstanding participation and positive social and environmental impact were included in this study, they were supported and recognized by the Kunan Network.

The study contributed to the conceptualization and understanding of the profile of leaders of social and environmental enterprises, whose main challenges are to solve social or environmental problems of society and contribute to improving the quality of life of people and the environment. Knowing the profile of these entrepreneurs generates value to the knowledge of the subject and contributes to understand and propose strategies to improve the ecosystem of social-environmental entrepreneurship in emerging countries such as Peru. This will contribute to the creation of relationships and alliances with various social actors: public, private, third sector, academia, among others, for the management and promotion of sustainable business.

This study aims to define a business school model of social responsibility (SR) and sustainability and describe how the implementation of this model impacts on small- and mid-sized enterprises (SME) and stakeholders in the chain.

The model was built based on a conceptual analysis about the literary and documentary review in recognized databases of scientific publications and models of SR, accreditations and impact and quality report systems of business schools. The implementation of the model was based on a project that involved Peruvian SME. Data were collected through surveys administered to the study population. The results were confirmed through in-depth interviews. Analytical-synthetic, inductive-deductive-analytical methods were used to present the SR model.

This model focused on the Sustainable Development Goals (SDGs), partnerships and solved relevant social and economic problems. It also allowed the growth of the micro entrepreneur, the family, the company, the society and other stakeholders in the chain.

The model was validated in one business school but generated more results than the expected. It is recommended to replicate it in other organizations. It has been developed in pandemic and post-pandemic situations.

The model was based on many impact models that considered the SDGs and relevant alliance generation that involved stakeholders in the chain. It also contributed to the development of entrepreneurs and the society.

The model benefited people, society and companies. The program aimed to train and formalize entrepreneurs and generate social and economic development.

This study allowed moving from theory to practice in topics of SR and sustainability. The main original aspect is that the model was based on the Unión de Responsabilidad Social Universitaria Latino Americana model; the Business Graduates Association, European Quality Improvement System, Business school Impact System, Global Reporting Initiative standards, the Responsible Business Conduct and the SDGs.

The research study has three objectives. One is to provide empirical validation of the relationship between corporate social responsibility (CSR) and corporate abilities (CA) as an influential factor in socially responsible consumption. The second is to ascertain whether there are significant differences between CSR parameters estimated in the purchasing decisions of consumers from Peru and Spain. Finally, the authors aim to measure people's trade‐off between the social (CSR) and traditional (CA) features of their purchasing decisions in terms of their willingness to pay.

A discrete choice modelling experiment was used to test the relationship between CSR and CA, quantify consumers’ intention to purchase, and establish their willingness to pay for specific social features.

It was found that there is a positive relationship between CSR and CA regarding consumer behaviour and that Peruvian consumers seem to be more sensitive to CSR features of products than Spanish consumers. Moreover, the results show that the willingness to pay for each specific social feature seems to be contextually defined.

This paper contributes to the ongoing debate regarding the importance of corporate social responsibility as an influential factor in consumers’ socially responsible consumption. It quantifies the social features of companies’ products and willingness to pay.

The aim of this paper is to contribute empirical data around the under‐researched area of the relationship between age and team performance by comparing Latin‐American and European contexts.

The paper adopts a quantitative approach. In total 205 surveys were conducted both in Spain (118) and in Peru (87).

Main results show that age does not have a predictive value on perception of performance when performance is measured with teamwork variables; and, at the same time, the perception of the diversity degree moderates the relationship between age and performance.

An extensive bibliography already exists on age, tenure and performance, which explicitly accepts that age and tenure do and do not have an impact on team performance. At the same time, empirical evidence shows differences and similarities between people of different ages in company performance. However, there has been little research comparing Latin American and European contexts, on how age affects the perception which teams have of their own performance. This paper describes the similarities and differences in organisations from two culturally, politically and economically diverse areas, which at the same time are united by a common history.

Consumer responses to corporate social responsibility (CSR) initiatives when compared to consumer responses to corporate abilities (CA) have been elusory. Relevant empirical research on the subject shows unclear results. The objective of this research is to examine key antecedents to consumer social responses (CnSR), in particular, the comparative effects of CSR initiatives and CA in the consumer purchasing behavior.

A choice‐based conjoint model was applied to quota consumer samples from two disparate countries (USA and Peru) in the shoe industry.

The results demonstrate that some CSR initiatives, such as companies' environmental commitments, along with some CA, such as product quality, significantly explain the nature of consumer responses and a trade‐off effect on consumers' willingness to pay for a product. The differences between the two countries, and those expected for gender and age, strengthen the relationships tested.

Implications for CSR policies, limitations of the findings, and considerations for future research supplement the contribution.

Trade‐off measures between traditional product features, that depend on CA, and CSR product features, that depend on CSR initiatives, are used to show why consumers prefer CSR products to other products.

We present a critical literature review debating Brazilian research on social and environmental accounting (SEA). The aim of this study is to understand the role of politics in the construction of hegemonies in SEA research in Brazil. In particular, we examine the role of hegemony in relation to the co-option of SEA literature and sustainability in the Brazilian context by the logic of development for economic growth in emerging economies. The methodological approach adopts a post-structural perspective that reflects Laclau and Mouffe’s discourse theory. The study employs a hermeneutical, rhetorical approach to understand and classify 352 Brazilian research articles on SEA. We employ Brown and Fraser’s (2006) categorizations of SEA literature to help in our analysis: the business case, the stakeholder–accountability approach, and the critical case. We argue that the business case is prominent in Brazilian studies. Second-stage analysis suggests that the major themes under discussion include measurement, consulting, and descriptive approach. We argue that these themes illustrate the degree of influence of the hegemonic politics relevant to emerging economics, as these themes predominantly concern economic growth and a capitalist context. This paper discusses trends and practices in the Brazilian literature on SEA and argues that the focus means that SEA avoids critical debates of the role of capitalist logics in an emerging economy concerning sustainability. We urge the Brazilian academy to understand the implications of its reifying agenda and engage, counter-hegemonically, in a social and political agenda beyond the hegemonic support of a particular set of capitalist interests.