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A Conceptual Framework That Identifies Antecedents and Consequences of Building Socially Responsible International Brands

Gupta, Suraksha (2015) A Conceptual Framework That Identifies Antecedents and Consequences of Building Socially Responsible International Brands. Thunderbird International Business Review, June (1). pp. 1-44. ISSN 1096-4762. E-ISSN 1520-6874. (doi:10.1002/tie.21732)

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Abstract

Research on the reputation of international firms using branding philosophies for offering products that are harmful for customers, through business-to-business networks, has until now yielded inconsistent results. Although the literature recommends socially responsible behavior of firms offering branded products as one of the determinants of brand reputation, it fails to satisfactorily identify the factors that would particularly enable a brand offering controversial products to be recognized as a socially responsible brand. Authors use the inductive approach to examine existing research and review anecdotes to build a model that will allow brand managers to develop recognition of an ethical and socially responsible brand while offering controversial products such as tobacco or gambling. In addition, the role of business customers of an international brand is also reviewed to understand if they can moderate the causal relationship between the socially responsible image of the brand and brand reputation. Guidelines for future research on the propositions made are provided in this article.

Item Type: Article
DOI/Identification number: 10.1002/tie.21732
Uncontrolled keywords: Socially Responsible Brands, International Firms, Controversial Products, Brand Reputation and Business-to-business Relationships
Subjects: H Social Sciences
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Suraksha Gupta
Date Deposited: 14 Dec 2015 21:33 UTC
Last Modified: 29 May 2019 16:47 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/53407 (The current URI for this page, for reference purposes)
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