英语论文网

y leading institutions through specific research contracts in areas of company's interest. Companies can provide financial support for research facilities and endowed research positions.

Socially Responsible Brand

The term sustainable responsible brand (SRB) has other terms used to describe it such as corporate social responsibility (CSR) or corporate social performance or corporate citizenship. This notion where brands must be responsible for their own behavior and as part of the performance measures should monitor their adherence to ethical standards, moral codes of conduct, international law and international norms of appropriate behavior is becoming increasingly discussed. Brands will vary with respect to the extent to which they adhere to sustainable responsible business practices and whether it exists as a 'nice message' in the corporate vision statement or whether it is practiced in the workplace and is part of the workplace culture. As such consumers will have different perceptions about the degree to which they perceive a brand as being responsible and acting responsible. For some consumers a sustainably responsible brand is important in brand buying and for other consumer it may have a lesser importance. For a value seeking customer it is more important that the brand deliver on value as perceived by the customer rather than an index which concerns about moral responsibility of the brand. (Consumers prefer socially responsible brand, 2007)

There is some discussion in the consumer behavior literature regarding the value of responsible behavior and its practice. Some argue that there is a strong business case for it as when businesses don't act ethically as this can impact negatively on brand equity. Similarly if a business is seen to be more ethically responsible that this can impact positively on brand equity, for instance, when MacDonald's began to sell healthier alternative fast foods and introducing fruit bags instead of fries, consumers perceived them to be acting more responsibility and MacDonald's brand equity rose in 2009. There is an argument that practicing sustainability means that a business should think beyond the short-term monetary gain and think about the long-term effect and what the brand means for all of its stakeholders, consumers, investors, employees and the general public.

A psychological competition right now in US is the criticism these industry is facing from large obese population. This is especially true for the concept of value meals which provide extra large portion of unhealthy foods. The nutritional value of the quick restaurant segment has sparked many a campaigns and few legal actions. According to New York City department of Health a law was passed in 2008 making it mandatory for quick restaurant to post all the calorie related information against the food item on the menu boards. One of the biggest outcries has been the promotion of this food habits among the socio economic classes and the direct correlation of the obesity among the people. In response McDonalds introduced new and healthier item in the menu and shifted its marketing. This is an example of socially responsible brand. The critic to the above says that being socially responsible sometimes just dilute the brand image of the brand.

Seven Principles of Social Business<本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。