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.
International Journal of Business and Globalisation, 2012 Vol.8 No.2, pp.256 - 267
Published online: 07 Feb 2012 *Full-text access for editors Access for subscribers Purchase this article Comment on this article