Conscientious brand criteria: A framework and a case example from the clothing industry
Tóm tắt
Conscientious brands are brands governed by brand managers that see Corporate Social Responsibility activities not as a means to improving business performance, but as an end in itself. The purpose of this article is to establish a framework for evaluating conscientious brands. Four characteristics of conscientious brands are suggested: (i) level of responsibility assumed, (ii) level of impact on stakeholders, (iii) degree of long-term commitment, and (iv) level of altruistic motives. These characteristics are then used to analyze a Norwegian case example – the Stormberg athletic- and outdoor clothing brand. The results of this analysis show that Stormberg must be considered a conscientious brand. The article concludes with several propositions for future research employing the conscientious-brand framework.
Tài liệu tham khảo
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