TY - CHAP
T1 - Social responsibility reputation of brands
T2 - A strategic approach
AU - Altinbasak-Farina, Ipek
AU - Bicer, Bilge
N1 - Publisher Copyright:
© 2018, Springer Nature Singapore Pte Ltd.
PY - 2018
Y1 - 2018
N2 - The world is getting much more connected as a result of increased globalization, improved transportation, and the explosion of the Internet. In this rapidly changing and connected world, consumers are indicating that they are interested in having access to ethically produced and priced goods with greater ease. Many consumers have become passionate to compensate the negative consequences of their purchase decisions and consumption, instead of merely satisfying only their personal needs (Antil, 1984; Benabou & Tirole, 2010). Furthermore, those consumers create pressure on companies and brands to increase their pro-social activities. As a result, the corporations, besides respecting the legal requirements, are expected to be more sensitive to the consequences of all of their operations on the society’s general welfare. The purpose of this paper is to review and critically discuss the concepts of socially responsible and pro-social behavior from the consumers’ and the organizations’ perspectives. The importance of pro-social reputation to create strong brands is analyzed as discussed in the literature. The impact of changing marketing communication tools is emphasized for the companies that wish to create a difference through socially responsible activities.
AB - The world is getting much more connected as a result of increased globalization, improved transportation, and the explosion of the Internet. In this rapidly changing and connected world, consumers are indicating that they are interested in having access to ethically produced and priced goods with greater ease. Many consumers have become passionate to compensate the negative consequences of their purchase decisions and consumption, instead of merely satisfying only their personal needs (Antil, 1984; Benabou & Tirole, 2010). Furthermore, those consumers create pressure on companies and brands to increase their pro-social activities. As a result, the corporations, besides respecting the legal requirements, are expected to be more sensitive to the consequences of all of their operations on the society’s general welfare. The purpose of this paper is to review and critically discuss the concepts of socially responsible and pro-social behavior from the consumers’ and the organizations’ perspectives. The importance of pro-social reputation to create strong brands is analyzed as discussed in the literature. The impact of changing marketing communication tools is emphasized for the companies that wish to create a difference through socially responsible activities.
KW - Brand equity
KW - Brand reputation
KW - Consumer awareness
KW - Ethics
KW - Marketing communication
KW - Pro-social behavior
KW - Social media
KW - Social responsibility
UR - http://www.scopus.com/inward/record.url?scp=85090285272&partnerID=8YFLogxK
U2 - 10.1007/978-981-10-3212-7_13
DO - 10.1007/978-981-10-3212-7_13
M3 - Chapter
AN - SCOPUS:85090285272
T3 - Accounting, Finance, Sustainability, Governance and Fraud
SP - 219
EP - 228
BT - Accounting, Finance, Sustainability, Governance and Fraud
PB - Springer Nature
ER -