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A Framework of Conscientious Corporate Brand – A South African Validation
Department of Marketing Management, University of Johannesburg, Johannesburg, South Africa.
Department of Marketing Management, University of Johannesburg, Johannesburg, South Africa.
Oslo School of Management, Oslo, Norway.
Oslo School of Management, Oslo, Norway.
2012 (English)In: Corporate Governance : The International Journal of Effective Board Performance, ISSN 1472-0701, Vol. 12, no 5, 675-685 p.Article in journal (Refereed) Published
Abstract [en]

Purpose: The purpose of this paper is to validate previous research in ethical branding by testing a conceptual framework on corporate branding using "the conscientious dimension".

Design/methodology/approach: This article tests a framework for conscientious corporate brands (CCBs) by investigating environmental and climate change issues as well as internal and external corporate codes of ethics as CCB dimensions. The empirical context is based upon South African business-to-business relationships.

Findings: The findings indicate that four distinctive conscientious corporate brand dimensions exist.

Research limitations/implications: This current study contributes to the better understanding of and more knowledge on conscientious corporate brand values. Opportunities for future research are provided as the study has explored new aspects of corporate branding.

Practical implications: This study offers managerial implications particularly for practitioners located in emerging markets such as South Africa.

Originality/value: This study validates the multidimensional nature of CCBs. © Emerald Group Publishing Limited.

Place, publisher, year, edition, pages
Bingley, UK: Emerald Group Publishing Limited, 2012. Vol. 12, no 5, 675-685 p.
Keyword [en]
South Africa, Conscientious corporate brand, Code of ethics, Business‐to‐business relationships, Natural environment, Emerging markets, Corporate branding
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-26955DOI: 10.1108/14720701211275596Scopus ID: 2-s2.0-84867754046OAI: oai:DiVA.org:hh-26955DiVA: diva2:760477
Available from: 2014-11-04 Created: 2014-11-04 Last updated: 2015-01-20Bibliographically approved

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CiteExportLink to record
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Citation style
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