Deakin home > Deakin University Library > Deakin Research Online > Building a corporate socially responsible brand : an investigation of organizational complexity
Openly accessible

Building a corporate socially responsible brand : an investigation of organizational complexity

Polonsky, Michael and Jevons, Colin 2006, Building a corporate socially responsible brand : an investigation of organizational complexity, in ANZMAC 2006 : Advancing theory, maintaining relevance, proceedings, Queensland University of Technology, School of Advertising, Marketing and Public Relations, Brisbane, Qld., pp. 1-7.

Attached Files (Some files may be inaccessible until you login with your Deakin Research Online credentials)
Name Description MIMEType Size Downloads
polonsky-buildingacorporate-2006.pdf Published version application/pdf 34.80KB 301

Title Building a corporate socially responsible brand : an investigation of organizational complexity
Author(s) Polonsky, Michael
Jevons, Colin
Conference name Australian & New Zealand Marketing Academy Conference (2006 : Brisbane, Queensland)
Conference location Queensland University of Technology, Gardens Point Campus, Brisbane
Conference dates 4-6 December 2006
Title of proceedings ANZMAC 2006 : Advancing theory, maintaining relevance, proceedings
Editor(s) Patti, Charles H.
Drennan, Judy
Ali, Yunus
van Dessel, Maria
Publication date 2006
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 7
Publisher Queensland University of Technology, School of Advertising, Marketing and Public Relations
Place of publication Brisbane, Qld.
Summary 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.
ISBN 1741071593
9781741071597
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1.1 Full written paper - refereed
ERA Research output type E Conference publication
Copyright notice ©Reproduced with the specific permission of the copyright owner.
Persistent URL http://hdl.handle.net/10536/DRO/DU:30016338

Connect to link resolver
 
Unless expressly stated otherwise, the copyright for items in Deakin Research Online is owned by the author, with all rights reserved.

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.

Versions
Version Filter Type
Access Statistics: 479 Abstract Views, 301 File Downloads  -  Detailed Statistics
Created: Thu, 14 May 2009, 12:51:11 EST by Leanne Swaneveld