The Yin And Yang Of Csr Ethical Branding
Within the current discourse and the often overly-commercialized hyperbole of branding and positioning, there is a particular area that has not been given due attention. Yet, with the rapid changes and the multiple crises of present-day realities, a frequently neglected area, emerges as vitally i...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Asian Academy of Management (AAM)
2007
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| Subjects: | |
| Online Access: | http://eprints.usm.my/35956/ http://eprints.usm.my/35956/1/AAMJ_12-2-5.pdf |
| _version_ | 1848877769206792192 |
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| author | Nasruddin, Ellisha Bustami, Reevany |
| author_facet | Nasruddin, Ellisha Bustami, Reevany |
| author_sort | Nasruddin, Ellisha |
| building | USM Institutional Repository |
| collection | Online Access |
| description | Within the current discourse and the often overly-commercialized hyperbole of branding
and positioning, there is a particular area that has not been given due attention. Yet, with
the rapid changes and the multiple crises of present-day realities, a frequently neglected
area, emerges as vitally imperative. The troubles can be seen in both large as well as
small businesses within Malaysia. This article, thus, aims to bring back ethics, one of the
management blind-spots, into the center stage of branding and organizational
transformation. The objectives of this article are two-fold: (1) to build a discussion on the
value and importance of ethical branding through CSR initiatives and (2) to present a
CSR ethical branding (CSR-EB) framework which delineates the content (yin) and
context (yang), comprising seven pillars: pillar of ethical core, pillar of inner
stakeholders, pillar of products and services, pillar of outer stakeholders, pillar of
cultural context, pillar of spatial context, and pillar of temporal context. |
| first_indexed | 2025-11-15T17:20:42Z |
| format | Article |
| id | usm-35956 |
| institution | Universiti Sains Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T17:20:42Z |
| publishDate | 2007 |
| publisher | Asian Academy of Management (AAM) |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | usm-359562017-10-31T09:29:20Z http://eprints.usm.my/35956/ The Yin And Yang Of Csr Ethical Branding Nasruddin, Ellisha Bustami, Reevany HD28-70 Management. Industrial Management Within the current discourse and the often overly-commercialized hyperbole of branding and positioning, there is a particular area that has not been given due attention. Yet, with the rapid changes and the multiple crises of present-day realities, a frequently neglected area, emerges as vitally imperative. The troubles can be seen in both large as well as small businesses within Malaysia. This article, thus, aims to bring back ethics, one of the management blind-spots, into the center stage of branding and organizational transformation. The objectives of this article are two-fold: (1) to build a discussion on the value and importance of ethical branding through CSR initiatives and (2) to present a CSR ethical branding (CSR-EB) framework which delineates the content (yin) and context (yang), comprising seven pillars: pillar of ethical core, pillar of inner stakeholders, pillar of products and services, pillar of outer stakeholders, pillar of cultural context, pillar of spatial context, and pillar of temporal context. Asian Academy of Management (AAM) 2007 Article PeerReviewed application/pdf en http://eprints.usm.my/35956/1/AAMJ_12-2-5.pdf Nasruddin, Ellisha and Bustami, Reevany (2007) The Yin And Yang Of Csr Ethical Branding. Asian Academy of Management Journal (AAMJ), 12 (2). pp. 1-18. ISSN 1394-2603 http://web.usm.my/aamj/12.2.2007/AAMJ%2012-2-5.pdf |
| spellingShingle | HD28-70 Management. Industrial Management Nasruddin, Ellisha Bustami, Reevany The Yin And Yang Of Csr Ethical Branding |
| title | The Yin And Yang Of Csr Ethical Branding |
| title_full | The Yin And Yang Of Csr Ethical Branding |
| title_fullStr | The Yin And Yang Of Csr Ethical Branding |
| title_full_unstemmed | The Yin And Yang Of Csr Ethical Branding |
| title_short | The Yin And Yang Of Csr Ethical Branding |
| title_sort | yin and yang of csr ethical branding |
| topic | HD28-70 Management. Industrial Management |
| url | http://eprints.usm.my/35956/ http://eprints.usm.my/35956/ http://eprints.usm.my/35956/1/AAMJ_12-2-5.pdf |