RT info:eu-repo/semantics/article T1 Happiness management: a culture to explore from brand orientation as a sign of responsible and sustainable production. A1 Ravina Ripoll, Rafael A1 Núñez Barriopedro, Estela A1 Almorza Gomar, David A1 Tobar Pesantez, Luis Bayardo K1 Happiness management K1 Brand orientation K1 Responsible K1 Sustainable production K1 SEM K1 Values K1 Norms K1 Behaviours K1 Economía K1 Economics SN 1664-1078 YR 2021 FD 2021-08-06 LK http://hdl.handle.net/10017/50642 UL http://hdl.handle.net/10017/50642 LA eng NO The overarching call to action represented by the sustainable development goals (SDGs) calls for new sustainable production and management models. Likewise, in periods of crisis, such as the current COVID-19 pandemic, companies are forced to develop competitive and sustainable development strategies to increase their brand value and achieve a good market position. Therefore, this work's main objective is to design a structural equation modelling (SEM) to analyse the main critical dimensions of brand orientation to influence happiness in responsible and sustainable entities. For this purpose, a descriptive cross-sectional study was carried out based on primary data from a survey of a representative sample of 216 managers of small- and medium-sized enterprises in Andalusia (Spain) in the construction, industry and services sectors. The model results reveal significant dimensions of brand orientation and positively direct influence on happiness management. One of the significant managerial implications of this work is that the model allows for more responsible and sustainable management of entities by considering brand orientation about happiness. DS MINDS@UW RD 28-mar-2024