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

Polonsky, Michael and Jevons, Colin 2005, Building a corporate socially responsible brand : an investigation of issue complexity, in ANZMAC 2005 : Proceedings of the Australia and New Zealand Marketing Association Conference 2005, ANZMAC, [Perth, W.A.], pp. 68-74.

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Title Building a corporate socially responsible brand : an investigation of issue complexity
Author(s) Polonsky, Michael
Jevons, Colin
Conference name Australia and New Zealand Marketing Association Conference (2005 : Fremantle, W.A.)
Conference location Fremantle, W.A.
Conference dates 5-7 December 2005
Title of proceedings ANZMAC 2005 : Proceedings of the Australia and New Zealand Marketing Association Conference 2005
Editor(s) Purchase, Sharon
Publication date 2005
Conference series Australia and New Zealand Marketing Association Conference
Start page 68
End page 74
Publisher ANZMAC
Place of publication [Perth, W.A.]
Summary Corporate social responsibility (CSR) is increasingly being leveraged in branding activities. This paper suggests that there are four types of issue complexity associated with defining what issues should be considered for CSR branding activities to be effective. These include the number of social issues considered, diversity of sub-issues, measurement difficulties and
determination of appropriate performance levels. Some implications for developing CSR leveraged brands are discussed.
ISBN 0646455028
064645546X
9780646455020
9780646455464
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:30016359

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