Coporate branding and corporate social ...
Document type :
Compte-rendu et recension critique d'ouvrage
Title :
Coporate branding and corporate social responsibility: Toward a multi-stakeholder interpretive perspective
Author(s) :
Maon, Francois [Auteur]
Lille économie management - UMR 9221 [LEM]
Swaen, Valérie [Auteur]
Lille économie management - UMR 9221 [LEM]
de Roeck, Kenneth [Auteur]
Lille économie management - UMR 9221 [LEM]
Swaen, Valérie [Auteur]
Lille économie management - UMR 9221 [LEM]
de Roeck, Kenneth [Auteur]
Journal title :
Journal of Business Research
Pages :
64-77
Publisher :
Elsevier
Publication date :
2021-03
ISSN :
0148-2963
English keyword(s) :
Corporate social responsibility
Corporate marketing
Corporate brand
Identity
Reputation
Sensemaking
Corporate marketing
Corporate brand
Identity
Reputation
Sensemaking
HAL domain(s) :
Sciences de l'Homme et Société/Gestion et management
English abstract : [en]
Research on corporate branding has evolved into a network-based perspective in which brands are understood as fluid corporate assets socially co-created by the firm and its stakeholders. In this context, corporate social ...
Show more >Research on corporate branding has evolved into a network-based perspective in which brands are understood as fluid corporate assets socially co-created by the firm and its stakeholders. In this context, corporate social responsibility (CSR) has emerged as central to the development of attractive corporate brands. Yet research on multi-stakeholder processes that explain how CSR contributes to corporate branding efforts remains scarce and fragmented. Through a multidisciplinary review of the literature on CSR sensemaking and sensegiving, this article articulates current knowledge in an integrative conceptual framework to explain the multi-stakeholder interpretative and interactional processes shaping the corporate brand and develops a research agenda at the crossroads of CSR and corporate branding. Overall, this conceptual endeavor contributes to illuminating the importance of CSR for contemporary corporate marketing and brand development efforts from a socially constructed perspective by theorizing the CSR sensemaking perspective of corporate branding.Show less >
Show more >Research on corporate branding has evolved into a network-based perspective in which brands are understood as fluid corporate assets socially co-created by the firm and its stakeholders. In this context, corporate social responsibility (CSR) has emerged as central to the development of attractive corporate brands. Yet research on multi-stakeholder processes that explain how CSR contributes to corporate branding efforts remains scarce and fragmented. Through a multidisciplinary review of the literature on CSR sensemaking and sensegiving, this article articulates current knowledge in an integrative conceptual framework to explain the multi-stakeholder interpretative and interactional processes shaping the corporate brand and develops a research agenda at the crossroads of CSR and corporate branding. Overall, this conceptual endeavor contributes to illuminating the importance of CSR for contemporary corporate marketing and brand development efforts from a socially constructed perspective by theorizing the CSR sensemaking perspective of corporate branding.Show less >
Language :
Anglais
Popular science :
Non
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