Towards a model of conscientious corporate brands: A Canadian Study

Purpose This paper attempts to validate a conceptual model for Conscientious Corporate Brands (CCB) by exploring environmental and climate change issues together with perceptions of the internal and external effectiveness of corporate codes of ethics as dimensions of CCBs. Design/methodology/approach By surveying organizations, the paper attempts to extend and validate previous research in ethical branding by proposing an additional empirically grounded conceptual model of the conscientious dimension of corporate brands. Findings The conscientious character of a corporate brand is a multi-construct concept that may be evaluated by the components of: a) climate change, b) environmental impact, c) internal corporate codes of ethics, and d) external corporate codes of ethics as dimensions of the brand. Research limitations/implications The CCB model was tested on a sample of small, medium and large sized companies in Canada, which may indicate less generalizability to larger companies or in other countries and contextual settings. Practical implications - The CCB-framework provides insights into the relationship between the natural environment, climate change and corporate codes of ethics, which organizational managers might relate to their organization. Originality/value This empirical study extends previous research by studying the willingness among business managers to support aspects of conscientious corporate brands (CCBs) in business-to-business relationships: when considering the impact of their brands on the natural environment and climate change, and when considering their corporate codes of ethics. Such findings imply that ethical conscientiousness is not just a rider to brand value; rather, it is an integral dimension in the manufacturer-supplier relationship.