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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. Attached Files Name Description MIMEType Size Downloads polonsky-buildingacorporate-2005.pdf Published version application/pdf 365.02KB 483 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 Document type: Conference Paper Collections: School of Management and Marketing Higher Education Research Group Open Access Collection Related Links Link Description Connect to published version Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO 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 Thu, 14 May 2009, 15:57:13 EST Thu, 14 May 2009, 16:00:24 EST Thu, 11 Jun 2009, 14:52:29 EST Fri, 24 Jul 2009, 14:28:58 EST Tue, 28 Jul 2009, 11:21:56 EST Fri, 20 Nov 2009, 10:01:46 EST Fri, 16 Mar 2012, 16:48:29 EST Filtered Full Access Statistics: 444 Abstract Views, 483 File Downloads  -  Detailed Statistics Created: Thu, 14 May 2009, 15:57:11 EST by Leanne Swaneveld

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.