The Ethical Backlash of Corporate Branding

Détails

Ressource 1Télécharger: serval:BIB_54C5ECEA7FDE.P001 (162.74 [Ko])
Etat: Public
Version: de l'auteur
Licence: Non spécifiée
It was possible to publish this article open access thanks to a Swiss National Licence with the publisher.
ID Serval
serval:BIB_54C5ECEA7FDE
Type
Article: article d'un périodique ou d'un magazine.
Collection
Publications
Institution
Titre
The Ethical Backlash of Corporate Branding
Périodique
Journal of Business Ethics
Auteur(s)
Palazzo G., Basu K.
ISSN
0167-4544
Statut éditorial
Publié
Date de publication
2007
Peer-reviewed
Oui
Volume
73
Numéro
4
Pages
333-346
Langue
anglais
Notes
Lead article
Résumé
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.
Mots-clé
Corporate branding, Consumption, CSR, Globalization, Identity, NGO activism, Values
Open Access
Oui
Création de la notice
29/11/2007 9:10
Dernière modification de la notice
01/10/2019 7:17
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