#corporatebrands #conscientious #brands – what are they? what of them? What is their role (if any) in the #transformational process towards a more #sustainable #society
Check out on their #cocreational processes and the danger of #greenwashing
Due to increasing pressure on behalf of #consumers, more and more corporate brands emerge that have a strong #ethical and/or #responsible #brandidentity. Labelled by the literature as conscientious brands or brands that do good, their co-creational processes are partially described. However, it is widely unclear if and how such corporate brands facilitate a societal transformation towards more sustainability.
Our structured #literaturereview draws on different research streams, including hybrid organizational theory, #socialentrepreneurship, #identity literature as well as #political organizational theory, to develop a better understanding of corporate brands and related co-creational processes of communicating, internalizing, contesting and elucidating. We conclude that corporate conscientious brands have an impact in facilitating change towards a sustainable society but face considerable challenges in managing the fine line between greenwashing and #authentically living the brand promise.
If interested, please contact FH-Prof. Dr. habil Christine Vallaster.