polonsky-buildingacorporate-2005.pdf (365.03 kB)
Building a corporate socially responsible brand : an investigation of issue complexity
conference contribution
posted on 2005-01-01, 00:00 authored by Michael PolonskyMichael Polonsky, C JevonsCorporate 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.
determination of appropriate performance levels. Some implications for developing CSR leveraged brands are discussed.
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Event
Australia and New Zealand Marketing Association Conference (2005 : Fremantle, W.A.)Pagination
68 - 74Publisher
ANZMACLocation
Fremantle, W.A.Place of publication
[Perth, W.A.]Start date
2005-12-05End date
2005-12-07ISBN-13
9780646455020ISBN-10
0646455028Language
engPublication classification
E1.1 Full written paper - refereedCopyright notice
Reproduced with the specific permission of the copyright owner.Editor/Contributor(s)
S PurchaseTitle of proceedings
ANZMAC 2005 : Proceedings of the Australia and New Zealand Marketing Association Conference 2005Usage metrics
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