| By: |
Francois Maon (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique);
Valérie Swaen (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique);
Kenneth de Roeck |
| 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 |
| Date: |
2021–03 |
| URL: |
http://d.repec.org/n?u=RePEc:hal:journl:hal-03275858&r=mkt |