13. Social Responsibility Reputation of Brands: A Strategic Approach

The world is getting much more connected as a result of increased globalization, improved transportation, and the explosion of the Internet. In this rapidly changing and connected world, consumers are indicating that they are interested in having access to ethically produced and priced goods with greater ease. Many consumers have become passionate to compensate the negative consequences of their purchase decisions and consumption, instead of merely satisfying only their personal needs (Antil, 1984; Benabou & Tirole, 2010). Furthermore, those consumers create pressure on companies and brands to increase their pro-social activities. As a result, the corporations, besides respecting the legal requirements, are expected to be more sensitive to the consequences of all of their operations on the society’s general welfare. The purpose of this paper is to review and critically discuss the concepts of socially responsible and pro-social behavior from the consumers’ and the organizations’ perspectives. The importance of pro-social reputation to create strong brands is analyzed as discussed in the literature. The impact of changing marketing communication tools is emphasized for the companies that wish to create a difference through socially responsible activities.