| Autor: |
Rindell, Anne, Svensson, Göran, Mysen, Tore, Billström, Anders, Wilén, Kristoffer |
| Předmět: |
|
| Zdroj: |
Journal of Brand Management; Aug2011, Vol. 18 Issue 9, p709-719, 11p, 2 Diagrams, 4 Charts |
| Abstrakt: |
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. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
|
