Articlegold1970

Analysis of values and communication of the Responsible Brands. Corporate Brand strategies for sustainability

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19 citations0/0 files storedCommunication & Society

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Corporate Social Responsibility and Sustainability Corporate Social Responsibility Reporting Corporate Identity and Reputation

Abstract

New social demands require responsible behavior of companies. This phenomenon, which has coincided with the development of social responsibility, has a direct impact on the corporate brand and values, including the vision and mission associated with the brand. Using a sample of 10 companies, this study is based on a qualitative analysis study of identity issues related to responsibility and sustainability which are part of the corporate communication message. The results show that brands develop similar discourses in order to exhibit the identity. Only a few of these companies define their strategic positioning on ethical issues.

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References

2010Strategic management a stakeholder approach 1979A Three-Dimensional Conceptual Model of Corporate Performance 1999Cannibals with forks: the triple bottom line of 21st century business 2001Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility 1997The Company and the Product: Corporate Associations and Consumer Product Responses 2004Corporate Social Responsibility Theories: Mapping the Territory 1994The Politics of Stakeholder Theory: Some Future Directions 2010Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication

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2020Economic impact of corporate foundations: An event analysis approach 2015La gestión de intangibles y la marca corporativa: ¿ha cambiado algo en la relación entre las empresas y la sociedad?

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