<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2306-9155</journal-id>
<journal-title><![CDATA[Retos de la Dirección]]></journal-title>
<abbrev-journal-title><![CDATA[Rev retos]]></abbrev-journal-title>
<issn>2306-9155</issn>
<publisher>
<publisher-name><![CDATA[Centro de Estudios de Dirección Empresarial Territorial de la Universidad de Camagüey Ignacio Agramonte Loynaz]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2306-91552024000100002</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Relación entre responsabilidad social empresarial y valor de marca en restaurantes peruanos]]></article-title>
<article-title xml:lang="en"><![CDATA[Relationship between Corporate Social Responsibility and Brand Value in Peruvian Restaurants]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Chenet Zuta]]></surname>
<given-names><![CDATA[Manuel Enrique]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Carbajal Arroyo]]></surname>
<given-names><![CDATA[Jorge Luis]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Panta Monteza]]></surname>
<given-names><![CDATA[Milagros del Pilar]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Ricardo Palma Facultad de Ciencias Económicas y Empresariales Escuela profesional de Administración y Gerencia]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Peru</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>04</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>04</month>
<year>2024</year>
</pub-date>
<volume>18</volume>
<numero>1</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2306-91552024000100002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2306-91552024000100002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2306-91552024000100002&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN  Objetivo: Describir las relaciones entre la evaluación que los clientes realizan de la responsabilidad social empresarial de restaurantes en una zona de alta atracción turística de Lima, Perú, y el valor de marca que les atribuyen a esos restaurantes.  Materiales y métodos: Se realizó un estudio cuantitativo descriptivo, de alcance correlacional y con enfoque transversal. La recogida de datos se realizó a través de dos encuestas, una para la responsabilidad social empresarial y otra para el valor de marca. Se realizó un muestreo aleatorio a 417 clientes de 20 restaurantes en la ciudad de Lima, lo que constituyó la muestra.  Resultados: Se observaron correlaciones estadísticamente significativas, positivas y moderadas entre la responsabilidad social empresarial y el valor de marca percibidos por los clientes.  Conclusiones: La importancia y el peso que posee el sector de la restauración en la economía peruana demandan un tránsito de este sector hacia enfoques de gestión sostenible, que pueden materializarse a través de las prácticas de responsabilidad social empresarial. La sostenibilidad de esas prácticas por parte de las empresas de restauración es posible, si las inversiones realizadas para generar mayor beneficio económico, social y ambiental para la sociedad se revierten en el incremento del activo intangible valor de marca. Las correlaciones positivas y moderadas entre la responsabilidad social empresarial y el valor en restaurantes, indican que cualquier acción intencionada de mejora en uno de estos aspectos se verá reforzada y favorecida si se diseña considerando el constructo alternativo.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT  Objective:  To describe the relationships between customers' evaluation of the corporate social responsibility of restaurants in an area of high tourist attraction in Lima, Peru, and the brand value they attribute to those restaurants.  Materials and methods:  A descriptive quantitative study was carried out, with a correlational scope and a transversal approach. Data collection was carried out through two surveys, one for corporate social responsibility and one for brand value. The sample was obtained through a random sampling of 417 customers from 20 restaurants in the city of Lima.  Results:  Statistically significant, positive and moderate correlations were observed between corporate social responsibility and brand value perceived by customers.  Conclusions:  The importance and weight of the restaurant sector in the Peruvian economy demand a transition of this sector towards sustainable management approaches, which can be materialized through corporate social responsibility practices. The sustainability of these practices by restaurant companies is possible if the investments made to generate greater economic, social and environmental benefits for society are reverted to an increase in the intangible asset of brand value. The positive and moderate correlations between corporate social responsibility and brand value in restaurants indicate that any intentional action to improve one of these aspects will be reinforced and favored if it is designed considering the alternative construct.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[responsabilidad social empresarial]]></kwd>
<kwd lng="es"><![CDATA[valor de marca]]></kwd>
<kwd lng="es"><![CDATA[restaurantes]]></kwd>
<kwd lng="en"><![CDATA[corporate social responsibility]]></kwd>
<kwd lng="en"><![CDATA[brand value]]></kwd>
<kwd lng="en"><![CDATA[restaurants]]></kwd>
</kwd-group>
</article-meta>
</front><back>
<ref-list>
<ref id="B1">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Aldás]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Andreu]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
<name>
<surname><![CDATA[Currás]]></surname>
<given-names><![CDATA[R]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[La responsabilidad social como creadora de valor de marca: El efecto moderador de la atribución de objetivos]]></article-title>
<source><![CDATA[Revista Europea de Dirección y Economía de la Empresa]]></source>
<year>2013</year>
<volume>22</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>21-8</page-range></nlm-citation>
</ref>
<ref id="B2">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Alvarado]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Schlesinger]]></surname>
<given-names><![CDATA[W]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Dimensionality of perceived business social responsibility and its effects on firm&#8217;s image and reputation: A Carroll&#8217;s model based approach]]></article-title>
<source><![CDATA[Estudios Gerenciales]]></source>
<year>2008</year>
<volume>24</volume>
<numero>108</numero>
<issue>108</issue>
<page-range>37-59</page-range></nlm-citation>
</ref>
<ref id="B3">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Barranzuela]]></surname>
<given-names><![CDATA[I]]></given-names>
</name>
</person-group>
<source><![CDATA[La responsabilidad social importa, pero no tiene impacto directo en la decisión de compra]]></source>
<year>2022</year>
</nlm-citation>
</ref>
<ref id="B4">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Bustos]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Moreno]]></surname>
<given-names><![CDATA[K]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Responsabilidad social empresarial y sus efectos en la imagen de marca: Un estudio de revisión sistemática]]></article-title>
<source><![CDATA[RECITIUTM]]></source>
<year>2020</year>
<volume>7</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>44-68</page-range></nlm-citation>
</ref>
<ref id="B5">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Cabana]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Gálvez]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Muñoz]]></surname>
<given-names><![CDATA[C]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Variables críticas en las ventajas competitivas de restaurantes gourmet, La Serena, Chile]]></article-title>
<source><![CDATA[Cuadernos de Administración]]></source>
<year>2015</year>
<volume>31</volume>
<numero>54</numero>
<issue>54</issue>
<page-range>57-67</page-range></nlm-citation>
</ref>
<ref id="B6">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Canessa]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[García]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
</person-group>
<source><![CDATA[El ABC de la Responsabilidad Social Empresarial en el Perú y en el Mundo]]></source>
<year>2021</year>
<publisher-loc><![CDATA[Perú ]]></publisher-loc>
</nlm-citation>
</ref>
<ref id="B7">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Carroll]]></surname>
<given-names><![CDATA[A]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The Pyramid of Corporate Social Responsibility: Toward the Moral Management of Organizational Stakeholders]]></article-title>
<source><![CDATA[Business Horizons]]></source>
<year>1991</year>
<volume>34</volume>
<page-range>39-48</page-range></nlm-citation>
</ref>
<ref id="B8">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Castrezana]]></surname>
<given-names><![CDATA[N]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Percepción del valor de la marca en restaurantes a través de tres modelos de evaluación]]></article-title>
<source><![CDATA[Revista de Administracao Da UNIMEP]]></source>
<year>2008</year>
<volume>6</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>1-25</page-range></nlm-citation>
</ref>
<ref id="B9">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Correia]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Wagner]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
<name>
<surname><![CDATA[Portugal]]></surname>
<given-names><![CDATA[C]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Lealdade dos clientes de restaurantes self-sevice]]></article-title>
<source><![CDATA[Revista de Administração FACES Journal]]></source>
<year>2019</year>
<volume>18</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>130-51</page-range></nlm-citation>
</ref>
<ref id="B10">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Echeverría-Ríos]]></surname>
<given-names><![CDATA[O.]]></given-names>
</name>
<name>
<surname><![CDATA[Abrego-Almazán]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
<name>
<surname><![CDATA[Medina-Quintero]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[La responsabilidad social empresarial en la imagen de marca afectiva y reputación]]></article-title>
<source><![CDATA[Innovar]]></source>
<year>2018</year>
<volume>28</volume>
<numero>69</numero>
<issue>69</issue>
<page-range>133-47</page-range></nlm-citation>
</ref>
<ref id="B11">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Fernandes]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
<name>
<surname><![CDATA[Cavalcante]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Fernandes]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
<name>
<surname><![CDATA[Marques]]></surname>
<given-names><![CDATA[S]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Lovemarks: Un análisis de la marca de restaurantes a partir del modelo de Kevin Roberts]]></article-title>
<source><![CDATA[Estudios y perspectivas en turismo]]></source>
<year>2017</year>
<volume>26</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>905-24</page-range></nlm-citation>
</ref>
<ref id="B12">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[García]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Herrero]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Rodríguez]]></surname>
<given-names><![CDATA[I]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Influence of Corporate Social Responsibility on Loyalty and Valuation of Services]]></article-title>
<source><![CDATA[Book of Business Ethics]]></source>
<year>2005</year>
<volume>61</volume>
<page-range>369-85</page-range></nlm-citation>
</ref>
<ref id="B13">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Horna]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
<name>
<surname><![CDATA[Tamara]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Ochoa]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
<name>
<surname><![CDATA[Uribe]]></surname>
<given-names><![CDATA[Y]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Responsabilidad social en restaurantes de Miraflores, Lima]]></article-title>
<source><![CDATA[Revista de Investigaciones de la Universidad Le Cordon Bleu]]></source>
<year>2023</year>
<volume>5</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>33-42</page-range></nlm-citation>
</ref>
<ref id="B14">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Illowsky]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
<name>
<surname><![CDATA[Dean]]></surname>
<given-names><![CDATA[S]]></given-names>
</name>
</person-group>
<source><![CDATA[Introducción a la estadística]]></source>
<year>2022</year>
<publisher-name><![CDATA[OpenStax]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B15">
<nlm-citation citation-type="">
<collab>Instituto Nacional de Estadística e Informática</collab>
<source><![CDATA[Portal estadístico]]></source>
<year>2023</year>
</nlm-citation>
</ref>
<ref id="B16">
<nlm-citation citation-type="">
<collab>International Organization of Normalization</collab>
<source><![CDATA[Guía de responsabilidad social. ISO 26000.]]></source>
<year>2010</year>
</nlm-citation>
</ref>
<ref id="B17">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Rodríguez-Fonseca]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
<name>
<surname><![CDATA[Castro-Silva]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
<name>
<surname><![CDATA[Cordero-Díaz]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Responsabilidad social corporativa: Un análisis de caso en asociaciones del sector de restaurantes en Colombia]]></article-title>
<source><![CDATA[Mundo FESC]]></source>
<year>2021</year>
<volume>11</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>261-77</page-range></nlm-citation>
</ref>
<ref id="B18">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Susano-García]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Cabrera-Ríos]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Bonilla-Gómez]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Acciones de responsabilidad social mercadologica en torno al COVID-19 en restaurantes de la ciudad de Chilpancingo, Guerrero]]></article-title>
<source><![CDATA[Revista de Investigaciones Universidad del Quindío]]></source>
<year>2021</year>
<volume>33</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>240-50</page-range></nlm-citation>
</ref>
<ref id="B19">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Tellez-Bedoya]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Ramos]]></surname>
<given-names><![CDATA[C]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[CSR in Restaurants: Analisis of a Study Case in Bogota, Colombia]]></article-title>
<source><![CDATA[Criterio Libre]]></source>
<year>2022</year>
<numero>36</numero>
<issue>36</issue>
<page-range>1-16</page-range></nlm-citation>
</ref>
<ref id="B20">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Vera-Reino]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Ugalde]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Piedra-Aguilera]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Quirindumbay]]></surname>
<given-names><![CDATA[D]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Influencia del valor de marca en la intención de compra por tamaño de empresa]]></article-title>
<source><![CDATA[Revista Académica de Negocios]]></source>
<year>2022</year>
<volume>8</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>130-54</page-range></nlm-citation>
</ref>
<ref id="B21">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Verma]]></surname>
<given-names><![CDATA[P]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The Effect of Brand Engagement and Brand Love upon Overall Brand Equity and Purchase Intention: A Moderated-Mediated Model]]></article-title>
<source><![CDATA[Journal of Promotion Management]]></source>
<year>2020</year>
<volume>27</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>103-32</page-range></nlm-citation>
</ref>
</ref-list>
</back>
</article>
