The Ethical Backlash of Corporate Branding

Details

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Serval ID
serval:BIB_54C5ECEA7FDE
Type
Article: article from journal or magazin.
Collection
Publications
Institution
Title
The Ethical Backlash of Corporate Branding
Journal
Journal of Business Ethics
Author(s)
Palazzo G., Basu K.
ISSN
0167-4544
Publication state
Published
Issued date
2007
Peer-reviewed
Oui
Volume
73
Number
4
Pages
333-346
Language
english
Notes
Lead article
Abstract
Past decades have witnessed the growing success of branding as a corporate activity as well as a rise in anti-brand activism. While appearing to be contradictory, both trends have emerged from common sources - the transition from industrial to post-industrial society, and the advent of globalization - the examination of which might lead to a socially grounded understanding of why brand success in the future is likely to demand more than superior product performance, placing increasing demand on corporations with regard to a broader envelop of socially responsible behavior. Directions for strategic and managerial options are suggested.
Keywords
Corporate branding, Consumption, CSR, Globalization, Identity, NGO activism, Values
Open Access
Yes
Create date
29/11/2007 9:10
Last modification date
01/10/2019 7:17
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