polonsky-buildingacorporate-2006.pdf (34.81 kB)
Building a corporate socially responsible brand : an investigation of organizational complexity
conference contribution
posted on 2006-01-01, 00:00 authored by Michael PolonskyMichael Polonsky, C JevonsPast 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 - 7Publisher
Queensland University of Technology, School of Advertising, Marketing and Public RelationsLocation
Queensland University of Technology, Gardens Point Campus, BrisbanePlace of publication
Brisbane, Qld.Start date
2006-12-04End date
2006-12-06ISBN-13
9781741071597ISBN-10
1741071593Language
engPublication classification
E1.1 Full written paper - refereed; E Conference publicationCopyright notice
Reproduced with the specific permission of the copyright owner.Editor/Contributor(s)
C Patti, J Drennan, Y Ali, M van DesselTitle of proceedings
ANZMAC 2006 : Advancing theory, maintaining relevance, proceedingsUsage metrics
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