<?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>0124-8693</journal-id>
<journal-title><![CDATA[Tendencias]]></journal-title>
<abbrev-journal-title><![CDATA[Tend.]]></abbrev-journal-title>
<issn>0124-8693</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Nariño, Facultad de Ciencias Económicas y Administrativas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0124-86932024000100033</article-id>
<article-id pub-id-type="doi">10.22267/rtend.242501.240</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[ANÁLISIS DE LA RESPONSABILIDAD SOCIAL EMPRESARIAL EN LA RESPUESTA AFECTIVA DE LOS USUARIOS DE BANCOLOMBIA]]></article-title>
<article-title xml:lang="en"><![CDATA[ANALYSIS OF CORPORATE SOCIAL RESPONSIBILITY IN THE AFFECTIVE RESPONSE OF BANCOLOMBIA'S USERS]]></article-title>
<article-title xml:lang="pt"><![CDATA[ANÁLISE DA RESPONSABILIDADE SOCIAL CORPORATIVA NA RESPOSTA AFETIVA DOS USUÁRIOS DO BANCOLOMBIA]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Otero Gómez]]></surname>
<given-names><![CDATA[María Cristina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pérez]]></surname>
<given-names><![CDATA[Wilson Giraldo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gutiérrez Barriga]]></surname>
<given-names><![CDATA[Luis Alejandro]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de los Llanos  ]]></institution>
<addr-line><![CDATA[Villavicencio ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de los Llanos  ]]></institution>
<addr-line><![CDATA[Villavicencio ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de los Llanos  ]]></institution>
<addr-line><![CDATA[Villavicencio ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<volume>25</volume>
<numero>1</numero>
<fpage>33</fpage>
<lpage>51</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0124-86932024000100033&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0124-86932024000100033&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0124-86932024000100033&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El objetivo del artículo fue determinar si las iniciativas de responsabilidad social empresarial se encuentran relacionadas con el amor que tienen los consumidores por una institución financiera, representada en la marca Bancolombia. Se implementó una metodología con orientación cuantitativa, que encuestó a una muestra por conveniencia de 190 usuarios de Bancolombia. Para comprobar las hipótesis, se realizaron pruebas de correlación de Spearman entre las variables, responsabilidad social empresarial y amor a la marca. Además, se realizó la prueba no paramétrica de Mann-Whitney para establecer si los hombres y las mujeres valoran de manera diferente la responsabilidad social empresarial. Los resultados confirman que la implementación de acciones que apoyan las causas sociales, beneficia la percepción de los consumidores sobre Bancolombia y fortalece los vínculos afectivos con los clientes. Asimismo, se concluye que las acciones sociales desarrolladas por la empresa, se perciben de igual manera entre hombres y mujeres. JEL: D18; G29; M14; M31; P36.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  The objective of the article was to determine whether corporate social responsibility initiatives are related to consumers' love for a financial institution, represented by the Bancolombia brand. A quantitatively oriented methodology was implemented, which surveyed a convenience sample of 190 Bancolombia users. To test the hypotheses, Spearman correlation tests were performed between the variables, corporate social responsibility and brand love. In addition, a non-parametric Mann-Whitney test was performed to establish whether men and women value corporate social responsibility differently. The results confirm that the implementation of actions that support social causes benefits consumers' perception of Bancolombia and strengthens emotional ties with customers. It is also concluded that the social actions developed by the company are perceived in the same way among men and women. JEL: M14; M31; P36; G29; D18.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo  O objetivo do artigo foi determinar se as iniciativas de responsabilidade social corporativa estão relacionadas ao amor dos consumidores por uma instituição financeira, representada pela marca Bancolombia. Foi implementada uma metodologia orientada quantitativamente, que pesquisou uma amostra de conveniência de 190 usuários do Bancolombia. Para testar as hipóteses, foram realizados testes de correlação de Spearman entre as variáveis, responsabilidade social corporativa e amor à marca. Além disso, foi realizado um teste não paramétrico de Mann-Whitney para determinar se homens e mulheres valorizam a responsabilidade social corporativa de forma diferente. Os resultados confirmam que a implementação de ações que apoiam causas sociais beneficia a percepção dos consumidores sobre o Bancolombia e fortalece os laços emocionais com os clientes. Conclui-se também que as ações sociais desenvolvidas pela empresa são percebidas da mesma forma por homens e mulheres. JEL: M14; M31; P36; G29; D18.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[afectividad]]></kwd>
<kwd lng="es"><![CDATA[banco]]></kwd>
<kwd lng="es"><![CDATA[consumidor]]></kwd>
<kwd lng="es"><![CDATA[marketing]]></kwd>
<kwd lng="es"><![CDATA[programa social.]]></kwd>
<kwd lng="en"><![CDATA[affectivity]]></kwd>
<kwd lng="en"><![CDATA[bank]]></kwd>
<kwd lng="en"><![CDATA[consumer]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[social program.]]></kwd>
<kwd lng="pt"><![CDATA[afetividade]]></kwd>
<kwd lng="pt"><![CDATA[banco]]></kwd>
<kwd lng="pt"><![CDATA[consumidor]]></kwd>
<kwd lng="pt"><![CDATA[marketing]]></kwd>
<kwd lng="pt"><![CDATA[programa social.]]></kwd>
</kwd-group>
</article-meta>
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