The Ethical Backlash of Corporate Branding
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 â€“ the transition from industrial to post-industrial society, and the advent of globalization â€“ 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
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Volume (Year): 73 (2007)
Issue (Month): 4 (July)
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References listed on IDEAS
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- Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 24(4), pages 343-373, March.
- Belk, Russell W & Wallendorf, Melanie & Sherry, John F, Jr, 1989. " The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey," Journal of Consumer Research, Oxford University Press, vol. 16(1), pages 1-38, June.
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- Schouten, John W, 1991. " Selves in Transition: Symbolic Consumption in Personal Rites of Passage and Identity Reconstruction," Journal of Consumer Research, Oxford University Press, vol. 17(4), pages 412-425, March.
- Keller, Kevin Lane, 2003. " Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Oxford University Press, vol. 29(4), pages 595-600, March.
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