Strategically leveraging corporate social responsibility to the benefit of company and society: a corporate branding perspective

Vallaster, Christine, Lindgreen, Adam ORCID: https://orcid.org/0000-0001-7881-7350 and Maon, Francois 2012. Strategically leveraging corporate social responsibility to the benefit of company and society: a corporate branding perspective. California Management Review 54 (3) , pp. 34-60. 10.1525/cmr.2012.54.3.34

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Abstract

Corporate social responsibility (CSR) is changing the rules of branding but it is unclear how. While the literature offers a range of approaches seeking insight to how to manage CSR-related issues, practitioners are left in a state of confusion when having to decide on how to tackle CSR in a way that benefits both the corporate brand and society at large. Based on qualitative empirical research, this article offers a framework for companies to address CSR and their brands strategically, whether as performers, leaders, vocal converts, or quietly conscientious. We define these categories according to the level of involvement, integration, and the key initiator of the CSR focus. This article concludes with suggestions practitioners should keep in mind when aiming to balance stakeholder tensions and to achieve consistency in their corporate branding and CSR efforts.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Uncontrolled Keywords:	Brand management, Corporate social responsibility, Qualitative research, Corporate identity, Corporate brand, Corporate marketing
Additional Information:	Pdf uploaded in accordance with publisher's policy at http://www.sherpa.ac.uk/romeo/issn/0008-1256/ (accessed 27/02/2014).
Publisher:	University of California Press
ISSN:	0008-1256
Date of First Compliant Deposit:	30 March 2016
Last Modified:	11 Oct 2023 22:09
URI:	https://orca.cardiff.ac.uk/id/eprint/34595

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