The Ethical Backlash of Corporate Branding |
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Authors: | Guido Palazzo Kunal Basu |
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Institution: | (1) HEC, University of Lausanne, Internef, Lausanne, VD, 1003, Switzerland;(2) Said Business School, University of Oxford, EGrove Park, Oxford, OX1 5NY, UK |
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Abstract: | Past decades have witnessed the growing success of branding as a corporate activity as well as a rise in anti-brand activism.
While appearing to be contradictory, both trends have emerged from common sources – the transition from industrial to post-industrial
society, and the advent of globalization – the examination of which might lead to a socially grounded understanding of why
brand success in the future is likely to demand more than superior product performance, placing increasing demand on corporations
with regard to a broader envelop of socially responsible behavior. Directions for strategic and managerial options are suggested.
Guido Palazzo is Assistant Professor for Business Ethics at the University of Lausanne. He graduated in Business Administration
at the University of Bamberg and earned his Ph.D. in Political Philosophy from the University of Marburg. His research interests
are in Corporate Social Responsibility, Corporate Branding, Democratic Theory, and Organizational Ethics.
Kunal Basu is a University Reader in Marketing at Said Business School, University of Oxford. He earned his Ph.D. in Marketing
from the University of Florida. His research interests are in Corporate Social Responsibility Strategy and Brand Management. |
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Keywords: | corporate branding consumption CSR globalization identity NGO activism values |
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