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The Ethical Backlash of Corporate Branding

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  • Guido Palazzo
  • Kunal Basu

Abstract

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. Copyright Springer Science+Business Media, Inc. 2007

Suggested Citation

  • Guido Palazzo & Kunal Basu, 2007. "The Ethical Backlash of Corporate Branding," Journal of Business Ethics, Springer, vol. 73(4), pages 333-346, July.
  • Handle: RePEc:kap:jbuset:v:73:y:2007:i:4:p:333-346
    DOI: 10.1007/s10551-006-9210-6
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    Cited by:

    1. Vignesh Yoganathan & Fraser McLeay & Victoria-Sophie Osburg & David Hart, 2018. "The Core Value Compass: visually evaluating the goodness of brands that do good," Journal of Brand Management, Palgrave Macmillan, vol. 25(1), pages 68-83, January.
    2. Urša Golob & Klement Podnar, 2019. "Researching CSR and brands in the here and now: an integrative perspective," Journal of Brand Management, Palgrave Macmillan, vol. 26(1), pages 1-8, January.
    3. Vladimir S. Zhechev & Denitsa P. Zhecheva, 2019. "Ethical Branding €“ Corporate Commitment Or Compliance With Contemporary Trends," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), vol. 4, December.
    4. Ozdemir, Sena & Zhang, ShiJie & Gupta, Suraksha & Bebek, Gaye, 2020. "The effects of trust and peer influence on corporate brand—Consumer relationships and consumer loyalty," Journal of Business Research, Elsevier, vol. 117(C), pages 791-805.
    5. James Caccamo, 2009. "The Ethics of Branding in the Age of Ubiquitous Media: Insights from Catholic Social Teaching," Journal of Business Ethics, Springer, vol. 90(3), pages 301-313, December.
    6. Dirk Matten & Guido Palazzo, 2008. "Unternehmensethik als Gegenstand betriebswirtschaftlicher Forschung und Lehre–Eine Bestandsaufnahme aus internationaler Perspektive," Schmalenbach Journal of Business Research, Springer, vol. 60(58), pages 50-71, January.
    7. Maria Besiou & Mark Hunter & Luk Wassenhove, 2013. "A Web of Watchdogs: Stakeholder Media Networks and Agenda-Setting in Response to Corporate Initiatives," Journal of Business Ethics, Springer, vol. 118(4), pages 709-729, December.
    8. Harald Biong & Arne Nygaard & Ragnhild Silkoset, 2010. "The Influence of Retail Management’s Use of Social Power on Corporate Ethical Values, Employee Commitment, and Performance," Journal of Business Ethics, Springer, vol. 97(3), pages 341-363, December.
    9. Tarek Abid & Marie‐Aude Abid‐Dupont & Jean‐Louis Moulins, 2020. "What corporate social responsibility brings to brand management? The two pathways from social responsibility to brand commitment," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(2), pages 925-936, March.
    10. Andrea Fosfuri & Marco S. Giarratana & Esther Roca, 2016. "Social Business Hybrids: Demand Externalities, Competitive Advantage, and Growth Through Diversification," Organization Science, INFORMS, vol. 27(5), pages 1275-1289, October.
    11. N. Craig Smith & Guido Palazzo & C.B. Bhattacharya, 2015. "Upstream, downstream: toward a new morality of marketing in global supply chains," Chapters, in: Handbook on Ethics and Marketing, chapter 11, pages 220-237, Edward Elgar Publishing.
    12. Tijs Broek & David Langley & Tobias Hornig, 2017. "The Effect of Online Protests and Firm Responses on Shareholder and Consumer Evaluation," Journal of Business Ethics, Springer, vol. 146(2), pages 279-294, December.
    13. Silvia Biraghi & Rossella Gambetti & Stefania Romenti, 2017. "Stakeholder Engagement beyond the Tension between Idealism and Practical Concerns," International Journal of Business and Management, Canadian Center of Science and Education, vol. 12(2), pages 1-14, January.
    14. Zamira Ataniyazova & Barry A. Friedman & Prabha Kiran, 2022. "New corporate social responsibility brand evaluation in a developing country: Uzbekistan," International Journal of Corporate Social Responsibility, Springer, vol. 7(1), pages 1-15, December.
    15. Juan Pineiro-Chousa & Marcos Vizcaíno-González, 2020. "A mathematical model for the role of third party funding in reputation building of academic institutions," Review of Managerial Science, Springer, vol. 14(2), pages 365-377, April.
    16. Arne Nygaard & Harald Biong & Ragnhild Silkoset & Roland E. Kidwell, 2017. "Leading by Example: Values-Based Strategy to Instill Ethical Conduct," Journal of Business Ethics, Springer, vol. 145(1), pages 133-139, September.
    17. Andrea Fosfuri & Marco S. Giarratana & Esther Roca, 2015. "Walking a slippery line: Investments in social values and product longevity," Strategic Management Journal, Wiley Blackwell, vol. 36(11), pages 1750-1760, November.

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