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Towards a conceptual foundation of ‘Conscientious Corporate Brands’

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Abstract

This article develops a conceptual foundation for Conscientious Corporate Brands (CCBs) by exploring the role that (i) environmental and (ii) climate change issues, and that (iii) internal and (iv) external corporate codes of ethics play as dimensions of CCBs. The article's aim is to extend previous research in ethical branding by proposing an empirically grounded conceptual foundation of ‘the conscientious dimension’ of a corporate brand. The empirical context is based on Nordic business-to-business relationships.

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Authors and Affiliations

  1. Marketing department, Centre for Relationship Marketing and Service Management, HANKEN School of Economics, Helsinki, FIN-00101, Finland

    Anne Rindell, Göran Svensson, Tore Mysen, Anders Billström & Kristoffer Wilén

Authors
  1. Anne Rindell
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  2. Göran Svensson
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  3. Tore Mysen
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  4. Anders Billström
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  5. Kristoffer Wilén
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Correspondence to Anne Rindell.

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Rindell, A., Svensson, G., Mysen, T. et al. Towards a conceptual foundation of ‘Conscientious Corporate Brands’. J Brand Manag 18, 709–719 (2011). https://doi.org/10.1057/bm.2011.38

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  • DOI: https://doi.org/10.1057/bm.2011.38

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