Deakin University
Browse
polonsky-buildingacorporate-2006.pdf (34.81 kB)

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

Download (34.81 kB)
conference contribution
posted on 2006-01-01, 00:00 authored by Michael PolonskyMichael Polonsky, C Jevons
Past research has suggested that developing CSR linked brands is a complex activity that needs to consider the social issues being addressed as well as multiple facets of organisational activities. This paper proposes that organisational activities need to be considered at four different levels – corporate brand, product/line brands, location/functional activities and supply chain issues. The four activities are discussed and implications for developing CSR-leveraged brands are explored.

History

Event

Australian & New Zealand Marketing Academy Conference (2006 : Brisbane, Queensland)

Pagination

1 - 7

Publisher

Queensland University of Technology, School of Advertising, Marketing and Public Relations

Location

Queensland University of Technology, Gardens Point Campus, Brisbane

Place of publication

Brisbane, Qld.

Start date

2006-12-04

End date

2006-12-06

ISBN-13

9781741071597

ISBN-10

1741071593

Language

eng

Publication classification

E1.1 Full written paper - refereed; E Conference publication

Copyright notice

Reproduced with the specific permission of the copyright owner.

Editor/Contributor(s)

C Patti, J Drennan, Y Ali, M van Dessel

Title of proceedings

ANZMAC 2006 : Advancing theory, maintaining relevance, proceedings

Usage metrics

    Research Publications

    Categories

    No categories selected

    Keywords

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC