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.
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Patti, Charles H. Drennan, Judy Ali, Yunus van Dessel, Maria
Australian and New Zealand Marketing Academy Conference
Queensland University of Technology, School of Advertising, Marketing and Public Relations
Place of publication
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.
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