Creating a Conceptual Model for Building Responsible Brands

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.
Main Authors
Format
Articles Journal article
Published
2011
Series
Subjects
Publisher
Business and Organization Ethics Network (BON)
Original source
http://ejbo.jyu.fi
The permanent address of the publication
https://urn.fi/URN:NBN:fi:jyu-201201271081Use this for linking
ISSN
1239-2685
Language
English
Published in
EJBO - Electronic Journal of Business Ethics and Organization Studies
Citation
  • Kujala, J., Penttilä, K. & Tuominen, P. (2011). Creating a Conceptual Model for Building Responsible Brands. EJBO, Vol. 16, No. 1, p. 6-12.
License
In CopyrightOpen Access
Copyright© Business and Organization Ethics Network (BON)

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