A framework of conscientious corporate brand – a South African validation

Abstract

PurposeThe purpose of this paper is to validate previous research in ethical branding by testing a conceptual framework on corporate branding using “the conscientious dimension”.Design/methodology/approachThis article tests a framework for conscientious corporate brands (CCBs) by investigating environmental and climate change issues as well as internal and external corporate codes of ethics as CCB dimensions. The empirical context is based upon South African business‐to‐business relationships.FindingsThe findings indicate that four distinctive conscientious corporate brand dimensions exist.Research limitations/implicationsThis current study contributes to the better understanding of and more knowledge on conscientious corporate brand values. Opportunities for future research are provided as the study has explored new aspects of corporate branding.Practical implicationsThis study offers managerial implications particularly for practitioners located in emerging markets such as South Africa.Originality/valueThis study validates the multidimensional nature of CCBs.