期刊名称：Electronic Journal of Business Ethics and Organization Studies
印刷版ISSN：1239-2685
电子版ISSN：1239-2685
出版年度：2011
卷号：16
期号：01
页码：6-12
出版社：Business and Organization Ethics Network
摘要：Despite the importance of brands
in mediating corporate social
responsibility, there has been
relatively little research on how
responsible brands are developed
from the internal perspective
of the company. Some research
has been conducted from the
external perspective, such as the
link between ethical issues and
consumer purchase behaviour, but
there has been relatively little focus
on brand-building itself. The present
study addresses this gap in the
literature by proposing a model for
building responsible brands. After
identifying the common features
that emerge from the extant brandbuilding
models, the study applies
these to the building of responsible
brands. The result is a proposed
conceptual model for building
responsible brands.
关键词：Brands, branding, responsibility,
building responsible brands,
conceptual analysis
