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.