Building a corporate socially responsible brand : an investigation of organizational complexity
Contribuinte(s) |
Patti, Charles H. Drennan, Judy Ali, Yunus van Dessel, Maria |
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Data(s) |
01/01/2006
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Resumo |
Past research has suggested that developing CSR linked brands is a complex activity that needs to consider the social issues being addressed as well as multiple facets of organisational activities. This paper proposes that organisational activities need to be considered at four different levels – corporate brand, product/line brands, location/functional activities and supply chain issues. The four activities are discussed and implications for developing CSR-leveraged brands are explored.<br /> |
Identificador | |
Idioma(s) |
eng |
Publicador |
Queensland University of Technology, School of Advertising, Marketing and Public Relations |
Relação |
http://dro.deakin.edu.au/eserv/DU:30016338/polonsky-buildingacorporate-2006.pdf http://conferences.anzmac.org/ANZMAC2006/documents/Polonsky_Michael.pdf |
Direitos |
Reproduced with the specific permission of the copyright owner. |
Tipo |
Conference Paper |