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Towards a conceptual foundation of 'Conscientious Corporate Brands'
Department of Marketing, Hanken School of Economics, Helsinki, Finland.
Halmstad University, School of Business, Engineering and Science, Centre for Innovation, Entrepreneurship and Learning Research (CIEL), Centre for International Marketing and Entrepreneurship Research (CIMER). Oslo School of Management, Oslo, Norway.
Oslo School of Management, Oslo, Norway.
Halmstad University, School of Business, Engineering and Science, Centre for Innovation, Entrepreneurship and Learning Research (CIEL).
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2011 (English)In: Journal of Brand Management, ISSN 1350-231X, E-ISSN 1479-1803, Vol. 18, no 9, 709-719 p.Article in journal (Refereed) Published
Abstract [en]

This article develops a conceptual foundation for Conscientious Corporate Brands (CCBs) by exploring the role that (i) environmental and (ii) climate change issues, and that (iii) internal and (iv) external corporate codes of ethics play as dimensions of CCBs. The article's aim is to extend previous research in ethical branding by proposing an empirically grounded conceptual foundation of the conscientious dimension of a corporate brand. The empirical context is based on Nordic business-to-business relationships. © 2011 Macmillan Publishers Ltd.

Place, publisher, year, edition, pages
Basingstoke: Palgrave Macmillan, 2011. Vol. 18, no 9, 709-719 p.
Keyword [en]
conscientious corporate brand, code of ethics, natural environment, climate change, business-to-business relationships, Nordic countries
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-26957DOI: 10.1057/bm.2011.38Scopus ID: 2-s2.0-79960530083OAI: oai:DiVA.org:hh-26957DiVA: diva2:760479
Available from: 2014-11-04 Created: 2014-11-04 Last updated: 2015-12-14Bibliographically approved

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