What is the link between Corporate Social Responsibility (CSR) strategy and brand equity in local and global markets? Starting from the idea that brand image is the synthesis of a firm’s relationship competences, this thesis asserts that the way in which CSR transfers to brand image differs in local and global brands. In particular, while a local brand can take a selective and partial approach in the formulation of CSR strategy, a global brand strategy should be defined from a multidimensional and multi-stakeholder perspective. In summary, this paper will demonstrate that the formulation of CSR strategy for a global brand cannot be accomplished by a ‘glocal’ or differentiated approach, but must give equal weight to all possible dimensions of CSR, defining an integrated CSR strategy that does not change in the various countries where the company operates.
Purpose This paper aims to provide a better understanding of negative consumer–brand relationships in social-media-based anti-brand communities from a consumer culture theory (CCT) perspective. In particular, it investigates the purpose and the meaning of the consumer participation in online anti-brand communities, also through the analysis of the ways in which they express negative feelings toward the hated brands. Design/methodology/approach This study applies a “symbolic netnographic” method to six anti-brand communities related to four global brands, namely, Apple, Nestlé, Uber and McDonald’s. Moreover, several interviews were conducted with anti-brand community administrators. Findings The findings show that the main reason for consumers to join anti-brand communities is a desire to participate in the construction of new meanings and values of modern consumption, translating their ideological incompatibility with certain brands into negative engagement and activism aimed at destroying the hated brand’s image and reputation. Furthermore, the findings reveal that brand anthropomorphism is a frequent means of communication also used in the context of negative consumer–brand relationships, to strengthen the battle against the hated brand in a more frontal and direct manner. Research limitations/implications Although this research provides some initial insights into negative consumer–brand relationships in the social media anti brand communities, the paper also has some limitations. The netnographic approach should be analyzed within more and different anti-brand communities. In this investigation, the authors perceived how difficult it is to obtain feedback from communities and to secure the collaboration of their administrators. There is also a need for research on other potential factors that can play a key role in negative consumer–brand relationships in social-media anti-brand communities, such as cultural capital or the impact of cultural perceptions. Moreover, future research should focus on different types of products and brand services, such as hedonic vs. utilitarian brands, as these might generate different types of consumer behavioral responses. Finally, a further direction for future research would be to consider the set of “brand recovery strategies” that can be implemented by companies to deal with negative consumer–brand relationships, including the identification of situations in which “not acting” could be preferable. Practical implications Understanding the antecedents and types of negative consumer–brand relationships enables companies to identify “brand recovery strategies” for managing negativity in the appropriate manner. Moreover, negative feelings toward brand could even be an opportunity for improving branding management. Originality/value This research improves on previous few studies dealing with online anti-brand communities from a CCT perspective. Firstly, it provides a holistic perspective of negative consumer–brand relationships in general and specifically of brand hate, thus advancing our understanding of the sociocultural dynamics of negative consumer–brand relationships; secondly, it provides new insights into the brand anthropomorphism phenomenon emerging in the negative feelings context. Overall, this research contributes to knowledge for both academics and managers as to why, how and for what purpose consumers experience negative engagement toward certain brands in the specific context of social-media-based anti-brand communities.
One of the most important intangible assets for firm's competitiveness is brand image, reflecting all that which leads to the firm. In the current competitive scenario, the brand must be able to meet stakeholder's expectations not only regarding visible components of the marketing mix, but also the firm's value system, including both economical and social values. Thus, corporate social responsibility is an important driver of brand image and equity, because the brand image reflects also what the firm does for the society. On the basis of these premises, this paper provides conceptual insights on the relationships between globalisation, intangible assets and corporate social responsibility. In particular, this paper is aimed to discuss the best CSR approach for a global firm, in the light of the global inter-stakeholder communication, and the way in which CSR strategy can reinforce the intangible assets (trust, reputation, credibility) included in the brand image.
Abstract"fter providing a preliminary conceptual framework for social entrepreneurship, social enterprise, and social innovation in light of the prevailing economic literature, this chapter aims to investigate the links and differences between corporate social responsibility CSR and corporate social innovation CSI . In particular, it is examined how and why the paradigm of social innovation represents a business opportunity by overcoming CSR s traditional logic of giving, thereby allowing social value creation to go hand in hand with economic value creation. The theme is discussed first at a general level for each type of enterprise and subsequently with particular reference to the global firm, with regard to which considerations are developed as to the most suitable approach to CSI in light of the worldwide spread of values and principles for conducting business, and of the global importance of social and environmental problems. In terms of method, the chapter is developed conceptually on the basis of the prevailing international literature and of secondary data.
The relational resources represent key assets for outsourcing success. Achieving full potential in the development and exploitation of relational resources in outsourcing can be understood as occurring in two closely intertwined phases: i. during the choice of the provider; ii. through the governance of the relation that develops over the execution of the contract. The current paper aims to provide conceptual insights into these two phases, as they apply to the particular area of companies' IT outsourcing. A first objective is to illustrate the role of relational resources in determining the ultimate degree of success in IT outsourcing and to discuss its potential as an "instrument to address risk". A second objective is to outline managerial criteria for correct choice of the IT provider and for appropriate direction of client-vendor relations over the course of the resulting contract execution. The main findings of this study show that the paradigmatic shift from a transaction-based outsourcing to a partnership-based outsourcing gives centrality to the contract management and on-going management. On this point, relational resources have become a critical factor for IT outsourcing success, and they have to be considered as a tool to address the risks of IT outsourcing. Concerning the managerial implications the main finding is the need to use the "relational requisites" rather than "subjective requisites" in the evaluation and choice of potential IT provider.
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