The Ethical Backlash of Corporate Branding

Basu, Kunal and Palazzo, Guido (2007) The Ethical Backlash of Corporate Branding. Journal of Business Ethics, 73 (4). pp. 333-346.


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.

Item Type: Article
Keywords: Corporate branding; Consumption; CSR; Globalization; Identity; NGO activism; Values
Subject(s): Corporate reputation
Centre: Oxford University Centre for Corporate Reputation
Faculty of Marketing
Date Deposited: 31 Jan 2012 21:00
Last Modified: 23 Oct 2015 14:06

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