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- W2046289778 abstract "This paper sheds light in the field of responsible brands and branding and explores what are the core elements of building a responsible brand in a company. The existing literature on responsible brands and branding is reviewed based on 66 scholarly articles in the leading academic journals. As a result of this review, six key components of responsible branding are depicted: (1) integrating CSR to the core of the brand, (2) engaging stakeholders, (3) engaging organisational members, (4) implementing, (5) communicating responsibility commitments, and (6) assessing the achievements of responsible branding both internally and externally. To illustrate how responsible branding can be used as a tool for companies to explicate their CSR activities, two case studies are presented. The paper is concluded by the notion that both inside out and outside in approaches can be effective when using branding as a tool for CSR, but, depending on the approach, different company actions become crucial." @default.
- W2046289778 created "2016-06-24" @default.
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- W2046289778 date "2014-01-01" @default.
- W2046289778 modified "2023-09-27" @default.
- W2046289778 title "Responsible Branding as a Tool for CSR: A Literature Review and Empirical Illustration (WITHDRAWN)" @default.
- W2046289778 doi "https://doi.org/10.5465/ambpp.2014.11552abstract" @default.
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