TITLE

Branding with best interests at heart?

AUTHOR(S)
Doonar, Joanna
PUB. DATE
July 2004
SOURCE
Brand Strategy;Jul/Aug2004, Issue 184, p12
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Investigates the trend in responsible branding in Europe. Pressure to drive corporate social responsibility; Evidence showing that similar responsible activity by brands has always existed; Risk that consumers may consider brand activity patronizing.
ACCESSION #
13736369

 

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