<?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>2027-8306</journal-id>
<journal-title><![CDATA[Revista de Investigación, Desarrollo e Innovación]]></journal-title>
<abbrev-journal-title><![CDATA[Revista Investig. Desarro. Innov.]]></abbrev-journal-title>
<issn>2027-8306</issn>
<publisher>
<publisher-name><![CDATA[Universidad Pedagógica y Tecnológica de Colombia]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2027-83062017000200049</article-id>
<article-id pub-id-type="doi">10.19053/20278306.v8.n1.2017.7370</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Responsabilidad social empresarial y construcción de la marca: una nueva mirada a las estrategias de gestión]]></article-title>
<article-title xml:lang="en"><![CDATA[Corporate social responsibility and branding: a new view to the management strategies]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Río-Cortina]]></surname>
<given-names><![CDATA[Jorge Luis Del]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Cardona-Arbeláez]]></surname>
<given-names><![CDATA[Diego]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Guacarí-Villalba]]></surname>
<given-names><![CDATA[Abel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Tecnológica de Bolívar  ]]></institution>
<addr-line><![CDATA[Cartagena ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad del Norte  ]]></institution>
<addr-line><![CDATA[Cartagena ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Tecnológico Comfenalco  ]]></institution>
<addr-line><![CDATA[Cartagena ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2017</year>
</pub-date>
<volume>8</volume>
<numero>1</numero>
<fpage>49</fpage>
<lpage>60</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S2027-83062017000200049&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S2027-83062017000200049&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S2027-83062017000200049&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La Responsabilidad Social Empresarial, RSE, se ha estudiado principalmente desde una perspectiva de desempeño financiero; de aquí que haya poco desarrollo entorno a la relación que existe entre la RSE y el proceso de construcción de marca, denominado Branding. El branding es importante como estrategia para generar efectos positivos en las empresas. Este artículo realiza una aproximación a esta discusión, aportando elementos que permiten entender cómo desde La responsabilidad social empresarial se puede gestionar la marca de las empresas, de modo que se generen estrategias que impacten positivamente la organización a todo nivel. Los hallazgos denotan que una adecuada gestión de la RSE, combinada con la gestión correcta de la marca puede tener incidencia en el crecimiento y en la rentabilidad de las empresas.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Corporate Social Responsibility, CSR, has been studied mainly from a financial performance perspective; hence there is little development around the relationship between CSR and the process of brand building, called Branding. Branding is important as a strategy to generate positive effects in companies. This article makes an approximation to this discussion, providing elements that allow us to understand how from Corporate Social Responsibility can be managed the brand of the companies, so that strategies are generated which positively impact the organization at all levels. The findings suggest that an adequate management of CSR, combined with the correct management of the brand can have an impact on the growth and profitability of companies.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[responsabilidad social empresarial]]></kwd>
<kwd lng="es"><![CDATA[marca]]></kwd>
<kwd lng="es"><![CDATA[construcción de la marca]]></kwd>
<kwd lng="es"><![CDATA[estrategias de gestión]]></kwd>
<kwd lng="en"><![CDATA[corporate social responsibility]]></kwd>
<kwd lng="en"><![CDATA[brand]]></kwd>
<kwd lng="en"><![CDATA[branding]]></kwd>
<kwd lng="en"><![CDATA[management strategies]]></kwd>
</kwd-group>
</article-meta>
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