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Title: Ethical branding and corporate reputation
Authors: Fan, Y
Keywords: Corporate brand; Branding; Brand equity; Corporate reputatioCSR; Marketing ethicsn
Issue Date: 2005
Publisher: Emerald Group Publishing Limited
Citation: Corporate Communications: An International Journal, 10(4): 341-350(10)
Abstract: This paper explores the concept of ethical branding and its link to corporate reputation. Brands have traditionally been studied only as an economic construct. Brands, as a social construct, have not yet been fully understood due to the lack of research. A corporate brand is a vital part of the corporate reputation management. An ethical brand enhances the firm’s reputation; such a reputation reinforces the brand in turn. On the other hand, any unethical behaviour will severely damage or even destroy the total intangible asset as evidenced by the recent high profile corporate scandals. Ethical branding could provide the company with a differential advantage as a growing number of consumers become more ethically conscious.
ISSN: 1356-3289
Appears in Collections:Marketing
Brunel Business School Research Papers

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