Reference
Lindgreen, A., Maon, F., & Vallaster, C. (2016). Building Brands via Corporate Social Responsibility. In F. Dall'Olmo Riley, J. Singh & C. Blankson (Eds.), The Routledge Companion to Contemporary Brand Management. London: Routledge.
Publication type
Chapter in Edited Book
Abstract
The search for meaning is not limited to philosophers and sages; increasingly consumers – as well as employees, shareholders, the financial community, media, and non-governmental organ - izations – yearn for something meaningful in their consumption activities and look to companies to offer meaning by exemplifying credible, value-laden and authentic traits. In response, branding efforts extend beyond the brand to encompass well-defined sets of values that might resonate with diverse audiences (Aaker and Joachimsthaler, 2000; Hatch and Schultz, 2003; Balmer et al., 2007). For example, many global corporate brands embrace corporate social responsibility (CSR). Axel Springer, one of Germany’s largest media companies, promises that ‘Integrity guides our daily work’, and BMW stopped racing because, among other reasons, the CEO believed CSR-related environmental efforts and Formula 1 did not fit well together.
Persons
Organizational Units
- Institute for Entrepreneurship
- Van Riemsdijk Chair in Entrepreneurship