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Conscientious brand building: overview of concept and key drivers

Conscientious brand building: overview of concept and key drivers The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/2056-3515.htm Conscientious Conscientious brand building: brand building overview of concept and key drivers Received 12 February 2023 Organizations are increasingly facing calls to adopt a business purpose beyond making profits. Revised 17 February 2023 Accepted 17 February 2023 Afirm’s customers, employees and other stakeholders now expect them to do business with a “conscience,” positively impacting the environment and society. To fulfill these goals, businesses implement various sustainability and corporate social responsibility initiatives. However, these practices often appear to be “bolted-on” rather than “built into” the firm’sstrategy. Many organizations (e.g. Patagonia) are imbuing conscientious principles into their corporate brand. This enables them to weave ethicality and sustainability into everything they do. Corporate brand refers to the identity or image an organization projects to its stakeholders. The corporate brand reflects the firm’s values, culture and voice and helps it connect with its stakeholders and differentiate itself from competitors. In marketing, conscientiousness is a trait that has been associated with honesty, self-discipline, dependability and hard work. For instance, “conscientious capitalism” describes business practices that mutually benefit the organization and the wider society. The paper’s author defines http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Annals in Social Responsibility Emerald Publishing

Conscientious brand building: overview of concept and key drivers

Annals in Social Responsibility , Volume 9 (1): 3 – May 2, 2023
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References (1)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2056-3515
DOI
10.1108/asr-02-2023-0002
Publisher site
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Abstract

The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/2056-3515.htm Conscientious Conscientious brand building: brand building overview of concept and key drivers Received 12 February 2023 Organizations are increasingly facing calls to adopt a business purpose beyond making profits. Revised 17 February 2023 Accepted 17 February 2023 Afirm’s customers, employees and other stakeholders now expect them to do business with a “conscience,” positively impacting the environment and society. To fulfill these goals, businesses implement various sustainability and corporate social responsibility initiatives. However, these practices often appear to be “bolted-on” rather than “built into” the firm’sstrategy. Many organizations (e.g. Patagonia) are imbuing conscientious principles into their corporate brand. This enables them to weave ethicality and sustainability into everything they do. Corporate brand refers to the identity or image an organization projects to its stakeholders. The corporate brand reflects the firm’s values, culture and voice and helps it connect with its stakeholders and differentiate itself from competitors. In marketing, conscientiousness is a trait that has been associated with honesty, self-discipline, dependability and hard work. For instance, “conscientious capitalism” describes business practices that mutually benefit the organization and the wider society. The paper’s author defines

Journal

Annals in Social Responsibility – Emerald Publishing

Published: May 2, 2023

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