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.
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 9780646455020
Language
eng
Field of Research
150599 Marketing not elsewhere classified
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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