Communicating Corporate Social Responsibility – Brand management

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dc.contributor.author Mark-Herbert, Cecilia
dc.contributor.author von Schantz, Carolina
dc.date.accessioned 2010-10-04T11:01:04Z
dc.date.available 2010-10-04T11:01:04Z
dc.date.issued 2007
dc.identifier.citation Mark-Herbert, C. & von Schantz, C.(2007). Communicating Corporate Social Responsibility – Brand management EJBO - Electronic Journal of Business Ethics and Organization Studies, Vol. 12 (2). Retrieved from http://ejbo.jyu.fi
dc.identifier.issn 1239-2685
dc.identifier.uri http://hdl.handle.net/123456789/25396
dc.description.abstract Corporate action is subject to more scrutiny than ever. An attempt to legitimize the corporate role is seen in corporate social responsibility as a part of a triple bottom line framework. Corporate principles are communicated in various forms to a wide set of stakeholders. Ideally, what is communicated in terms of principles is also seen in business practice. In cases where the principles and actions differ, the platform for creating a brand territory is limited. The communication platform is affected by, for example, corporate documents, actions and media perceptions. The studied cases, from the construction industry, illustrate how media portrays business conduct. It shows that the corporate communication strategy is affected by media’s verdicts. Driven by outside pressure, a set of ethical principles were declared but they received little attention since their press release was poorly timed; the press release coincided with a scandal of unethical business conduct concerning the same company. Branding represents a cornerstone in the corporate marketing umbrella. It is a simplifying symbol that helps stakeholders distinguish between sales offers. Credence values such as social responsibility and ethical business conduct are intangible; the brand thus becomes a guarantee for the communicated social values. en
dc.language.iso eng
dc.publisher Business and Organization Ethics Network (BON)
dc.relation.ispartofseries EJBO - Electronic Journal of Business Ethics and Organization Studies
dc.relation.uri http://ejbo.jyu.fi
dc.subject.other corporate social responsibility en
dc.subject.other communication en
dc.subject.other construction business en
dc.subject.other marketing en
dc.subject.other brand management en
dc.subject.other sosiaalinen vastuu en
dc.subject.other brandit en
dc.title Communicating Corporate Social Responsibility – Brand management
dc.type Article en
dc.identifier.urn URN:NBN:fi:jyu-201010042907

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