Researching CSR and brands in the here and now: an integrative perspective
The inclusion of corporate social responsibility (CSR) in branding is becoming widespread both in research and practice. Companies engaging in CSR-related branding must adopt an integrative perspective on CSR branding by acting on CSR expectations and issues, considering CSR branding decisions and concentrating on relational brand elements and outcomes. The integrative perspective is illustrated in a model which serves as a framework for introducing the papers in this special issue. The papers address various topics in this model and bring up various relevant CSR branding considerations which should interest both researchers and managers in this area of study and practice.
KeywordsCSR Brands CSR expectations Engagement Value
We would like to express a thank you to all those who have contributed to this special issue of Journal of Brand Management (JBM). The reviewing was a double-blind process. We greatly appreciate the work of all the reviewers involved, who provided timely feedback to the authors: Guido Berens, Mario Burghausen, Craig Carroll, Sabine Einwiller, Wim Elving, Michael Etter, Francisca Farache, Matthes Fleck, Sarah Glozer, Maja Golf Papez, Maja Hosta, Laura Illia, Stefan Jarolimek, Mateja Kos Koklič, Anne Ellerup Nielsen, Ania Rynarzewska, Lokweetpun Suprawan, Neva Štumberger, Selin Turkel, Ana Tkalac Verčič, Hannah Trittin, Urška Tuškej Lovšin, Katja Udir Mišič, Ebru Uzunoglu, Nataša Verk and Candace White. We also extend our thanks to the editors, Tim Brexendorf, Joachim Kernstock and Shaun Powell, and to the Assistant Publishing Editor at Palgrave Journals, Kate Hall, for giving us the opportunity and support for guest editing this special issue of JBM. Finally, we thank all the authors who submitted manuscripts; over 30 papers were initially received. We trust that the selected papers will enhance the understanding in this area, provide a basis for good management decisions and stimulate new ideas for future research.
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