The Ethical Backlash of Corporate Branding

Guido Palazzo () and Kunal Basu ()

Journal of Business Ethics, 2007, vol. 73, issue 4, 333-346

Abstract: Past decades have witnessed the growing success of branding as a corporate activity as well as a rise in anti-brand activism. While appearing to be contradictory, both trends have emerged from common sources – the transition from industrial to post-industrial society, and the advent of globalization – the examination of which might lead to a socially grounded understanding of why brand success in the future is likely to demand more than superior product performance, placing increasing demand on corporations with regard to a broader envelop of socially responsible behavior. Directions for strategic and managerial options are suggested. Copyright Springer Science+Business Media, Inc. 2007

Keywords: corporate branding; consumption; CSR; globalization; identity; NGO activism; values (search for similar items in EconPapers)
Date: 2007
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Citations: View citations in EconPapers (18)

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DOI: 10.1007/s10551-006-9210-6

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