 Coporate branding and corporate social responsibility: Toward a multi-stakeholder interpretive perspectiveFrancois Maon, Valérie Swaen and Kenneth De Roeck Journal of Business Research, 2021, vol. 126, issue C, 64-77 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) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:126:y:2021:i:c:p:64-77 DOI: 10.1016/j.jbusres.2020.12.057 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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