Brand authenticity, employee experience and corporate citizenship priorities in the COVID-19 era and beyond

Abstract

[2] Dr Praeger’s Purely Sensible Foods, a privately held maker of veggie burgers and meat alternatives, closed its factory for sanitization and instituted employee safety procedures earlier than most other food producers, [3] and then paid grocery bills for grocery store workers to thank them for keeping their communities fed [ ]as increasing number of decision-makers choose to do business only with companies that can certify their compliance with legal requirements and avoid negative publicity in social media, corporate citizenship can no longer be considered a nice-to-have asset [ ]as Zappos CEO Tony Hsieh has said, “A company’s core values ultimately define the company’s character and brand ” Above all, the chief executive and the company’s top leadership team must accept responsibility for fusing brand and culture