Document Type

Article

Publication Date

2013

Publication Title

Journal of Business & Industrial Marketing

Volume

28

Issue

8

First Page

687

Last Page

695

DOI

10.1108/JBIM-05-2012-0085

Keywords

Canada, Climate change, Business-to-business, Code of ethics, Conscientious corporate brand, Natural environment

Abstract

Purpose – This paper attempts to validate a conceptual model for conscientious corporate brands (CCB) by exploring environmental and climate change issues together with perceptions of the internal and external effectiveness of corporate codes of ethics as dimensions of CCBs.

Design/methodology/approach – By surveying organizations, the paper attempts to extend and validate previous research in ethical branding by proposing an additional empirically grounded conceptual model of “the conscientious dimension” of corporate brands.

Research limitations/implications – The CCB model was tested on a sample of small-, medium- and large-sized companies in Canada, which may indicate less generalizability to larger companies or in other countries and contextual settings.

Practical implications – The CCB-framework provides insights into the relationship between the natural environment, climate change and corporate codes of ethics, which organizational managers might relate to their organization.

Originality/value – This empirical study extends previous research by studying the willingness among business managers to support aspects of conscientious corporate brands (CCBs) in business-to-business relationships: when considering the impact of their brands on the natural environment and climate change, and when considering their corporate codes of ethics. Such findings imply that ethical conscientiousness is not just a rider to brand value; rather, it is an integral dimension in the manufacturer-supplier relationship.

Comments

This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here (http://dx.doi.org/10.1108/JBIM-05-2012-0085). Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited. - See more at: http://www.emeraldgrouppublishing.com/authors/writing/author_rights.htm?PHPSESSID=mbnk18gfsk19l52rkuk6esht34#sthash.WJV1CZgr.dpuf

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