Creating a Conceptual Model for Building Responsible Brands

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dc.contributor.author Kujala, Johanna
dc.contributor.author Penttilä, Katriina
dc.contributor.author Tuominen, Pekka
dc.date.accessioned 2012-01-27T09:30:21Z
dc.date.available 2012-01-27T09:30:21Z
dc.date.issued 2011
dc.identifier.citation Kujala, J., Penttilä, K. & Tuominen, P. (2011). Creating a Conceptual Model for Building Responsible Brands. EJBO, Vol. 16, No. 1, p. 6-12.
dc.identifier.issn 1239-2685
dc.identifier.uri http://hdl.handle.net/123456789/37267
dc.description.abstract Despite the importance of brands in mediating corporate social responsibility, there has been relatively little research on how responsible brands are developed from the internal perspective of the company. Some research has been conducted from the external perspective, such as the link between ethical issues and consumer purchase behaviour, but there has been relatively little focus on brand-building itself. The present study addresses this gap in the literature by proposing a model for building responsible brands. After identifying the common features that emerge from the extant brandbuilding models, the study applies these to the building of responsible brands. The result is a proposed conceptual model for building responsible brands. en
dc.language.iso eng
dc.publisher Business and Organization Ethics Network (BON)
dc.relation.ispartofseries EJBO : Electronic Journal of Business Ethics and Organizational Studies
dc.relation.uri http://ejbo.jyu.fi
dc.rights © Business and Organization Ethics Network (BON)
dc.subject.other brands en
dc.subject.other branding en
dc.subject.other responsibility en
dc.subject.other conceptual analysis en
dc.title Creating a Conceptual Model for Building Responsible Brands
dc.type Article en
dc.identifier.urn URN:NBN:fi:jyu-201201271081
dc.type.uri http://purl.org/eprint/type/JournalArticle

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