Coporate branding and corporate social responsibility: Toward a multi-stakeholder interpretive perspective

François Maon (), Valérie Swaen and Kenneth de Roeck
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François Maon: LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique
Valérie Swaen: LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique

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Abstract: Research on corporate branding has evolved into a network-based perspective in which brands are understood as fluid corporate assets socially co-created by the firm and its stakeholders. In this context, corporate social responsibility (CSR) has emerged as central to the development of attractive corporate brands. Yet research on multi-stakeholder processes that explain how CSR contributes to corporate branding efforts remains scarce and fragmented. Through a multidisciplinary review of the literature on CSR sensemaking and sensegiving, this article articulates current knowledge in an integrative conceptual framework to explain the multi-stakeholder interpretative and interactional processes shaping the corporate brand and develops a research agenda at the crossroads of CSR and corporate branding. Overall, this conceptual endeavor contributes to illuminating the importance of CSR for contemporary corporate marketing and brand development efforts from a socially constructed perspective by theorizing the CSR sensemaking perspective of corporate branding.

Keywords: Corporate social responsibility; Corporate marketing; Corporate brand; Identity; Reputation; Sensemaking (search for similar items in EconPapers)
Date: 2021-03
New Economics Papers: this item is included in nep-ipr and nep-mkt
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Citations: View citations in EconPapers (9)

Published in Journal of Business Research, 2021, 126, pp.64-77. ⟨10.1016/j.jbusres.2020.12.057⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03275858

DOI: 10.1016/j.jbusres.2020.12.057

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