ETHICAL BRANDING – CORPORATE COMMITMENT OR COMPLIANCE WITH CONTEMPORARY TRENDS

Vladimir S. Zhechev () and Denitsa P. Zhecheva ()
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Vladimir S. Zhechev: University of Economics-Varna
Denitsa P. Zhecheva: Fantastic Services Ltd.

Annals of marketing-mba, 2019, vol. 4

Abstract: Plethora of scholars and practitioners have attempted to conceptualize and measure the effect(s) of ethical branding on the performance of businesses. Some authors have examined the mediating effects of ethical branding on brand reputation. Still others have put the “ethicality†of branding into critical discussion related to its current growing fashion state and the expected positive effects on customer perceptions. The paper aims at finding empirical and practical justifications to the contradictory topic of the root causes of engaging into ethical branding. It delves into brand ethics both in their theoretical components and in their practical implications (by reviewing case studies of different global businesses). The broader framework is that of finding the most effective ways companies can follow to manage their brands in a way moral and more responsible for the communities, and to handle with the environmental issues they are faced with. A special emphasis is put on practical propositions forutilizing ethics to reinforce brand equity.

Keywords: ethical branding; environmental strategy; responsible branding (search for similar items in EconPapers)
JEL-codes: M14 M31 (search for similar items in EconPapers)
Date: 2019
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