Title: Leveraging brand value through corporate responsibility

Authors: Ashkan Pakseresht; Cecilia Mark-Herbert

Addresses: Department of Economics, Swedish University of Agricultural Sciences, P.O. Box 7013, SE-750 07 Uppsala, Sweden ' Department of Economics, Swedish University of Agricultural Sciences, P.O. Box 7013, SE-750 07 Uppsala, Sweden

Abstract: Measurements of corporate values are associated with a number of challenges. The needs for making measurements relate to making strategic decisions for internal and external stakeholders. Traditionally, these estimates of, for example, brand value, have been expressed purely in terms of financial value aimed at maximising created shareholder value. However, in the last decades, measurements of value based on a triple bottom line has implied additional challenges by taking economic, social and environmental values into account for a wide set of stakeholders with an extended time frame. Various theoretical management schools offer interpretations of how corporate responsibility may be taken into account in brand value measurements, such as institutional theory, for example, focusing on agency perspectives, stakeholders, resources, or network theory providing interpretations of inclusion of corporate responsibility in brand value measurements.

Keywords: brand assessment; brand value; corporate performance; corporate responsibility; corporate social responsibility; CSR; sustainable development; sustainability; corporate values; branding.

DOI: 10.1504/IJSD.2014.064182

International Journal of Sustainable Development, 2014 Vol.17 No.3, pp.281 - 297

Received: 26 Aug 2011
Accepted: 10 Aug 2012
Published online: 30 Aug 2014 *

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