Marlene Bogaards, Mercy Mpinganjira, Göran Svensson and Tore Mysen
The purpose of this paper is to validate previous research in ethical branding by testing a conceptual framework on corporate branding using “the conscientious dimension”.
Abstract
Purpose
The purpose of this paper is to validate previous research in ethical branding by testing a conceptual framework on corporate branding using “the conscientious dimension”.
Design/methodology/approach
This article tests a framework for conscientious corporate brands (CCBs) by investigating environmental and climate change issues as well as internal and external corporate codes of ethics as CCB dimensions. The empirical context is based upon South African business‐to‐business relationships.
Findings
The findings indicate that four distinctive conscientious corporate brand dimensions exist.
Research limitations/implications
This current study contributes to the better understanding of and more knowledge on conscientious corporate brand values. Opportunities for future research are provided as the study has explored new aspects of corporate branding.
Practical implications
This study offers managerial implications particularly for practitioners located in emerging markets such as South Africa.
Originality/value
This study validates the multidimensional nature of CCBs.