Title: A conscientious corporate brand model – a Taiwanese assessment

Authors: Tzong-Ru Lee; Tore Mysen; Göran Svensson

Addresses: National Chung Hsing University, 250 Kuo Kuang Road, Taichung, Taiwan. ' Oslo School of Management, P.O. Box 1195, Sentrum, 0107, Oslo, Norway. ' Oslo School of Management, P.O. Box 1195, Sentrum, 0107, Oslo, Norway

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.

Keywords: conscientious dimension; corporate brands; code of ethics; natural environment; climate change; business-to-business; B2B relationships; Taiwan; ethical branding; environmental issues.

DOI: 10.1504/IJBG.2012.045399

International Journal of Business and Globalisation, 2012 Vol.8 No.2, pp.256 - 267

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 07 Feb 2012 *

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