THE BRANDING OF ETHICS: A Multidisciplinary Investigation into the Ethical Branding Phenomenon in the UK
Ethical considerations are a potentially powerful influence on consumer purchasing decisions. Marketers have begun to recognize the need to incorporate business ethics into their marketing activities. The practice of 'ethical branding' is a relatively new phenomenon and previous studies ha...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2006
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| Online Access: | https://eprints.nottingham.ac.uk/20342/ |
| _version_ | 1848792058848870400 |
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| author | Zhang, Lifu |
| author_facet | Zhang, Lifu |
| author_sort | Zhang, Lifu |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | Ethical considerations are a potentially powerful influence on consumer purchasing decisions. Marketers have begun to recognize the need to incorporate business ethics into their marketing activities. The practice of 'ethical branding' is a relatively new phenomenon and previous studies have been mainly focusing on how consumers make sense of it, rather than how and why marketers position their products as ethical brands. This study aims to explore the motives behind ethical branding decisions and the ways in which ethical brands function, by adopting a multidisciplinary approach combining perspectives from marketing and cultural studies. The review of the marketing literature describes the changing nature of marketing, entry barriers, consumer pressure, and business performance as key determinants in marketers' decision-making process with regard to ethical branding. The focus of this study lies in the contribution of cultural studies to the ongoing debate. It highlights the significance of identity, power, and meaning in understanding ethical brands and provides an analysis of various advertisements and marketing campaigns, using cultural studies research methods, in order to explain how products can be marketed as ethically conscious commodities. |
| first_indexed | 2025-11-14T18:38:22Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-20342 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:38:22Z |
| publishDate | 2006 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-203422018-04-12T11:27:40Z https://eprints.nottingham.ac.uk/20342/ THE BRANDING OF ETHICS: A Multidisciplinary Investigation into the Ethical Branding Phenomenon in the UK Zhang, Lifu Ethical considerations are a potentially powerful influence on consumer purchasing decisions. Marketers have begun to recognize the need to incorporate business ethics into their marketing activities. The practice of 'ethical branding' is a relatively new phenomenon and previous studies have been mainly focusing on how consumers make sense of it, rather than how and why marketers position their products as ethical brands. This study aims to explore the motives behind ethical branding decisions and the ways in which ethical brands function, by adopting a multidisciplinary approach combining perspectives from marketing and cultural studies. The review of the marketing literature describes the changing nature of marketing, entry barriers, consumer pressure, and business performance as key determinants in marketers' decision-making process with regard to ethical branding. The focus of this study lies in the contribution of cultural studies to the ongoing debate. It highlights the significance of identity, power, and meaning in understanding ethical brands and provides an analysis of various advertisements and marketing campaigns, using cultural studies research methods, in order to explain how products can be marketed as ethically conscious commodities. 2006 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/20342/1/06MSClixlz14.pdf Zhang, Lifu (2006) THE BRANDING OF ETHICS: A Multidisciplinary Investigation into the Ethical Branding Phenomenon in the UK. [Dissertation (University of Nottingham only)] (Unpublished) Business Ethics Branding Ethical Branding CSR Corporate Social Responsibility Marketing Cultural Studies |
| spellingShingle | Business Ethics Branding Ethical Branding CSR Corporate Social Responsibility Marketing Cultural Studies Zhang, Lifu THE BRANDING OF ETHICS: A Multidisciplinary Investigation into the Ethical Branding Phenomenon in the UK |
| title | THE BRANDING OF ETHICS: A Multidisciplinary Investigation into the Ethical Branding Phenomenon in the UK |
| title_full | THE BRANDING OF ETHICS: A Multidisciplinary Investigation into the Ethical Branding Phenomenon in the UK |
| title_fullStr | THE BRANDING OF ETHICS: A Multidisciplinary Investigation into the Ethical Branding Phenomenon in the UK |
| title_full_unstemmed | THE BRANDING OF ETHICS: A Multidisciplinary Investigation into the Ethical Branding Phenomenon in the UK |
| title_short | THE BRANDING OF ETHICS: A Multidisciplinary Investigation into the Ethical Branding Phenomenon in the UK |
| title_sort | branding of ethics: a multidisciplinary investigation into the ethical branding phenomenon in the uk |
| topic | Business Ethics Branding Ethical Branding CSR Corporate Social Responsibility Marketing Cultural Studies |
| url | https://eprints.nottingham.ac.uk/20342/ |