Conscientious corporate brands: the roles of organisational purpose, organisational culture, brand authenticity and corporate social responsibility

Russell Abratt (), Emmanuel Silva Quaye () and Nicola Kleyn ()
Additional contact information
Russell Abratt: Costello College of Business, George Mason University
Emmanuel Silva Quaye: Wits Business School, University of the Witwatersrand
Nicola Kleyn: University of Pretoria

Journal of Brand Management, 2025, vol. 32, issue 5, No 4, 418-437

Abstract: Abstract The Conscientious corporate brand (CCB) is a nascent concept whose importance has grown in recent years due to stakeholder demands for organisations to address environmental and social changes as well as to display ethical behaviour in business dealings. Amidst calls for the identification and validation of the antecedents and mediators of CCBs, the purpose of this paper is to establish the role organisational purpose, ethical organisational culture, CSR and brand authenticity plays in shaping stakeholder perceptions of a CCB. Two studies were conducted, using samples obtained from Prolific. In study 1, the results show that organisational purpose is a powerful concept that positively influences the perception of a strong CCB by stakeholders, and that organisational culture moderates the relationship between organisational purpose and brand authenticity. In study 2, our results show that brand authenticity mediates the link between organisational purpose and stakeholder perceptions of a CCB and our findings also suggest that corporate brands with a strong organisational purpose are more likely to be perceived by stakeholders to be a CCB. The theoretical and managerial implications of these findings are discussed, and recommendations for future research are suggested.

Keywords: Conscientious corporate brand; Corporate social responsibility; Brand authenticity; Organisational purpose; Organisational corporate culture (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1057/s41262-025-00392-1 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:32:y:2025:i:5:d:10.1057_s41262-025-00392-1

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

DOI: 10.1057/s41262-025-00392-1

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().