Journal of Brand Management

, Volume 18, Issue 9, pp 709–719 | Cite as

Towards a conceptual foundation of ‘Conscientious Corporate Brands’

  • Anne RindellEmail author
  • Göran Svensson
  • Tore Mysen
  • Anders Billström
  • Kristoffer Wilén
Original Article


This article develops a conceptual foundation for Conscientious Corporate Brands (CCBs) by exploring the role that (i) environmental and (ii) climate change issues, and that (iii) internal and (iv) external corporate codes of ethics play as dimensions of CCBs. The article's aim is to extend previous research in ethical branding by proposing an empirically grounded conceptual foundation of ‘the conscientious dimension’ of a corporate brand. The empirical context is based on Nordic business-to-business relationships.


conscientious corporate brand code of ethics natural environment climate change business-to-business relationships Nordic countries 


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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2011

Authors and Affiliations

  • Anne Rindell
    • 1
    Email author
  • Göran Svensson
    • 1
  • Tore Mysen
    • 1
  • Anders Billström
    • 1
  • Kristoffer Wilén
    • 1
  1. 1.Marketing departmentCentre for Relationship Marketing and Service Management, HANKEN School of EconomicsHelsinkiFinland

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