Analysis of values and communication of the Responsible Brands. Corporate Brand strategies for sustainability
Article Sidebar
220)
Main Article Content
Authors
Abstract
336
phenomenon, which has coincided with the development of social responsibility, has a direct impact on the corporate brand and values, including the vision and mission associated with the brand. Using a sample of 10 companies, this study is based on a qualitative analysis study of identity issues related to responsibility and sustainability which are part of the corporate communication message. The results show that brands develop similar discourses in order to exhibit the identity. Only a few of these companies define their strategic positioning on ethical issues.
Keywords
References
AAKER, David A., Managing Brand Equity: Capitalizing on the Value of a Brand Name, Free Press, New York, 1991.
AAKER, David A., “Leveraging the Corporate Brand”, California Management Review, 46 (3), 2004, pp. 6-18.
ALLOZA, Ángel, “La gestión estratégica de la marca”, in VILLAFAÑE, Justo (dir.), El estado de la publicidad y el corporate en España y Latinoamérica, Pirámide, Madrid, 2001, pp. 207-269.
ALLOZA, Ángel, “De Maquiavelo a Neurociencia: las marcas que queremos”, VILLAFAÑE, Justo (dir.), Informe Anual 2010. La comunicación empresarial y la gestión de los intangibles de España y Latinoamérica, Pearson Educación, Madrid, 2010, pp.131-171.
ARVIDSSON, Susanne, “Communication of Corporate Social Responsibility: A Study of the Views of Management Teams in Large Companies”, Journal of Business Ethics, 96, 2010, pp. 339-354.
ASHFORTH, Blake E. and GIBBS, Barrie W., “The double-edge of organizational legitimation”, Organization Science, 1:2, 1990, pp.177-194.
BALMER, John M.T., “Corporate branding and connoisseurship”, Journal of General Management, vol. 21 nº 1, 1995, pp. 24-46.
BALMER, John M.T. and GRAY Edmund R., “Corporate brands: what are they? What of them?”, European Journal of Marketing, vol. 37, nº 7/8, 2003, pp. 972-997.
BALMER, John M.T., FUKUKAWA, Kyoko and GRAY Edmund R., “The nature and management of ethical corporate identity: a commentary on corporate identity, corporate social responsibility and ethics”, Journal of Business Ethics, 2007, 76. pp. 7- 15.
BALMER, John M.T., “Explicating corporate brands and their management: reflections and directions from 1995”, Brand Management, vol. 18, 3, 2010, pp. 180-196.
BASKIN, Jeremy, “Value, values and sustainability -corporate responsibility in emerging market companies”, Working paper, University of Cambridge Programme for Industry, Cambridge, 1, October 2006.
BECKER-OLSEN, Karen L., CUDMORES B. Andrew and HILL Ronald Paul, “The impact of perceived corporate social responsibility on consumer behavior”, Journal of Business Research, 59, 2006, pp. 46-53.
BERNSTEIN, David, “Corporate void”, International Journal of Advertising, vol. 8, 1989, pp. 315-320.
BROWN, Tom J. and DACIN, Peter A., “The company and the product: corporate associations and consumer product responses”, Journal of Marketing, 61:1, 1997, pp. 68-84.
BRUNDTLAND, Gro Harlem, “Our common future/World Commission on Environment and Development”. Oxford University Press, Oxford, 1987.
CARROLL, Archie, “A Three-Dimensional Conceptual Model of Corporate Performance”, Academy of Management Review, 1979, 4 (4), pp. 497-505.
CARROLL, Archie, “The Pyramid of Corporate Social Responsibility: Towards the Moral Management of Organizational Stakeholders”, Business Horizons, 1991, July/August, pp. 39-48.
CHRISTENSEN, Clayton M. and OVERDOF, Michael, “Meeting the challenge of disruptive change”, Harvard Business Review, 78 (2), 2000, pp. 66-75.
FREEMAN, R. Edward, Strategic Management: A Stakeholder Approach, Pitman, Boston, 1984.
FREEMAN, R. Edward, “The Politics of Stakeholder Theory: Some Future Directions”, Business Ethics Quarterly, 4 (4), 1994, pp. 409-429.
CERVIÑO, Julio, Marcas internacionales. Cómo crearlas y gestionarlas, Pirámide, Madrid, 2002.
DE CHERNATONY, Leslie, “Brand Management Through narrowing the gap between brand identity and brand reputation”, Journal of Marketing Management, 15, 1999, pp. 157- 179.
DE CHERNATONY, Leslie and McDONALD, Malcolm, Creating powerful brands, Elsevier: Amsterdam, 2003.
DU, Shuili, BHATTACHARYA, C.B. and SANKAR Sen, “Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication”, International Journal of Management Reviews, 2010, pp. 8-19.
ELKINTON, John, Cannibals with Forks: The Triple Bottom Line of 21st Century Business, Capstone Publishing Ltd, Oxford, 1998.
EUROPEAN COMMISSION, 2011,“Communication from the Commission to the European Parlament, The Council, The European Economic and Social Committee and The Committee of the Regions, http://ec.europa.eu/enterprise/policies/sustainablebusiness/files/csr/new-csr/act_en.pdf, retrieved on March 1, 2012.
FAN, Ying, “Ethical branding and corporate reputation”, Corporate Communications: An International Journal, 10, 4, 2005, pp. 341-350.
FOMBRUN, Charles J., “Building Corporate Reputation Through CSR Initiatives: Evolving Standards’, Corporate Reputation Review, vol. 8, nº 1, 2005, pp. 7-11.
GARRIGA, Elisabet and MELÉ, Domènec, “Corporate Social Responsibility Theories: Mapping the Territory”, Journal of Business Ethics, 2004, 53: 51-71.
GOODYEAR, Mary, “Divided by a common language”, Journal of Market Research Society, vol. 38, nº 2, 1996, pp. 110-122.
HARRIS, Fiona and DE CHERNATONY Leslie, “Corporate branding and corporate brand performance”, European Journal of Marketing, vol. 35, nº 3, 2001, pp. 72-86.
HATCH, Mary Jo and SCHULTZ, Majken, “Are the Strategic Stars Aligned for Your Corporate Brand?”, Harvard Business Review 79, 2001, pp. 128-134.
HATCH, Mary Jo and SCHULTZ, Majken, Taking Brand Initiative: How companies can align strategy, culture and identity through corporate branding, Jossey-Bass, San Francisco, 2008.
HULBERG, Jon, “Integrating corporate branding and sociological paradigms: A literature study”, Brand Management, vol. 14, nº 1/2, 2006, pp. 60-73.
IND, Nicholas, The corporate Brand, Macmillan Business, London, 1997.
JAHDI, Khosro and ACIKDILLI, Gaye, “Marketing Communications and Corporate Social Responsibility (CSR): Marriage of Convenience or Shotgun Wedding?”, Journal of Business Ethics, 88, 2009, pp. 103-113.
KELLER, Kevin L., “Building and managing corporate brand equity”, in SCHULTZ, Majken, HATCH, Mary Jo and LARSE, Morgens H. (eds.), The Expressive Organization, Oxford University press: Oxford, 2000, pp. 116-137.
KING, Stephen, “Brand-building in the 1990’s”, Journal of Marketing Management, 7, 1, 1991, pp. 3-13.
KNOX, Simon y BICKERTON, David, “The six conventions of corporate branding”, European Journal of Marketing, vol. 37, nº 7/8, 2003, pp. 998-1016.
KUJALA, Johanna, PENTTILÄ, Katriina y TUOMINEN, Pekka, “Creating a conceptual model for building responsible brands”, EJBO, Electronic Journal of Business Ethics and Organization Studies, vol. 16, nº 1, 2011, pp. 6-12.
LEWIS, Stewart, “Measuring Corporate Reputation”, Corporate Communications: An international Journal 6, 2001, pp. 31-35.
LÓPEZ, Belén, Publicidad Emocional. Estrategias creativas, ESIC, Madrid, 2007.
LÓPEZ, Belén and FORNES, Gaston, “Corporate Social Responsibility in emerging markets: Evidence from Spanish MNCs in Latin America”, SPAIS (School of Sociology, Politics and International Studies), University of Bristol, Working Paper, nº 2-11, http://www.bris.ac.uk/spais/research/workingpapers/wpspaisfiles/vazquezfornes0211.pdf
LÓPEZ, Belén and SEBASTIAN, Ana, “Responsabilidad Social Corporativa y Reputación Corporativa”, in SÁNCHEZ, Joaquín and PINTADO, Teresa (coord.), Imagen Corporativa. Influencia en la gestión empresarial, ESIC, Madrid, 2009, pp. 139-170.
LÓPEZ, Belén and MARTÍNEZ, Gema, “Comunicación 360º”, in PINTADO, Teresa y SANCHEZ, Joaquín (coord.), Nuevas tendencias en comunicación, ESIC, 2ª ed., Madrid, 2012, pp. 17-45.
LOZANO, José María, La empresa ciudadana como empresa responsable y sostenible.
Editorial Trotta, Madrid, 2009.
MAIGNAN, Isabelle, FERRELL O.C. and HULT G. Tomas M., “Corporate citizenship: cultural antecedents and business benefits”, Journal of the Academy of Marketing Science, 27. 4, 1999, pp. 455-469.
MIDDLEMISS, Nigel, “Authentic not cosmetic: CSR as Brand Enhancement”, Journal of Brand Management, 10 4/5, 2003, pp. 353-361.
MORSING, Mette and SCHULTZ Majken, “Corporate social responsibility communication: stakeholder information, response and involvement strategies”, Business Ethics: A European Review, vol. 15, nº 4, October 2006, pp. 323-339.
PALAZZO, Guido and BASU, Kunal, “The Ethical Backlash of Corporate Branding”, Journal of Business Ethics 73, 2007, pp. 333-346.
POLONSKY, Michael and JEVONS, Colin, “Global branding and strategic CSR: an overview of three types of complexity”, International Marketing Review, vol. 26, nº 3, 2009, pp. 327-347.
RUDNIKI, Mark, “Environmental and Social Responsibility as the value in modern politics”, Paper delivered during meeting the OIKOS Int. Warsaw, 10 November 2000.
SCHLEGELMILCH, Bodo B. and POLLACH, Irene, “The perils and Opportunities of Communicating Corporate Ethics”, Journal of Marketing Management, 21, 2005, pp. 267-290.
SCHULTZ, Majken and DE CHERNATONY, Leslie, “The Challenge of Corporate Branding”, Corporate Reputation Review 5, 2002, pp. 105-112.
SEN, Sankar and BHATTACHARYA, C.B., “Does doing good always lead to doing better?, Consumer reactions to Corporate Social Responsibility”, Journal of Marketing Research 38 (2), 2001, pp. 225-243.
SIMOES, Claudia and DIBB, Sally, “Rethinking the brand concept: New brand orientation”, Corporate Communications: An International Journal 6 (4), 2001, pp. 217-224.
TIXIER, Maud, “Note: Soft vs. Hard Approach in Communicating on Corporate Social Responsibility”, Thunderbird International Business Review, 45, 1, 2003, pp. 71-91.
URDE, Mats, “Core Value-based Corporate Brand Building”, European Journal of Marketing 37, 2003, pp. 1017-1040.
VAN DE VEN, Bert, “An ethical framework for the marketing of corporate social responsibility”, Journal of Business Ethics, 82, 2008, pp. 339-352.
VILLAFAÑE, Justo, La gestión profesional de la imagen corporativa, Pirámide, Madrid, 1999.
VILLAGRA, Nuria, “¿Por qué tenemos miedo de comunicar la Responsabilidad Social Corporativa?, in BAJO, Anna and VILLAGRA, Nuria (eds.), Evolución conceptual y práctica de una gestión responsable. Memoria Académica 2006-2007, Universidad Pontificia Comillas, Madrid, 2007, pp. 77-91.
VILLAGRA, Nuria, “Marca corporativa y RSC: una relación necesaria”, in BAJO, Anna and VILLAGRA, Nuria (eds.), Valores para una gestión responsable. Memoria Académica 2008-2009, Universidad Pontificia Comillas, Madrid, 2009, pp. 159-167.
VILLAGRA, Nuria, “Los retos de la marca corporativa y su relación con las marcas de producto”, in VILLAFAÑE, Justo (dir.), Informe Anual 2010. La comunicación empresarial y la gestión de los intangibles de España y Latinoamérica, Pearson Educación, Madrid, 2010, pp. 215-220.
Metrics
|
|
Details
Article Details
RIGHTS TRANSFER
By submitting the article for evaluation and subsequent publication in Communication & Society, the AUTHOR exclusively assigns the rights of public communication, reproduction, distribution and sale for commercial exploitation to the University of Navarra through its Publications Service, for the maximum legal term in force -the entire life of the author and seventy years after his death or declaration of death-, in any country, and in any of the current and future edition modalities, both in print and electronic versions.
In the event that the article is not accepted for publication , this transfer of rights lapses with the communication of the refusal to the AUTHOR.
The AUTHOR affirms that the article is unpublished, that it has not been sent simultaneously to another publication medium and that the rights have not been transferred exclusively previously. He is responsible to the University of Navarra through its Publications Service for the authorship and originality of his work, as well as for all pecuniary charges that may arise for the University of Navarra through its Publications Service, in favor of third parties due to actions, claims or conflicts arising from the breach of obligations by the AUTHOR.
