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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ANZMAC 2005 : Proceedings of the Australia and New Zealand Marketing Association Conference 2005
Australia and New Zealand Marketing Association Conference
Place of publication
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.
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