A conscientious corporate brand model a Taiwanese assessment Online publication date: Thu, 14-Aug-2014
by Tzong-Ru Lee; Tore Mysen; Göran Svensson
International Journal of Business and Globalisation (IJBG), Vol. 8, No. 2, 2012
Abstract: A construct of conscientious corporate brands (hereinafter called CCBs) is tested by examining the environmental and climate change issues, and the internal and external corporate codes of ethics as dimensions of CCBs. The objective is to validate research in ethical branding by testing 'the conscientious dimension' of a corporate brand. The study is based upon Taiwanese business-to-business relationships.
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