Adrian Peretz og Lars Olsen har fått antatt følgende artikkel i Journal of Brand Management (nivå 1) som publiseres i et special issue om conscientious brands i mai:
Olsen, Lars Erling and Adrian Peretz (forthcoming 2011). Conscientious brand criteria: A framework and a case example from the clothing industry, Journal of Brand Management.
ABSTRACT
Conscientious brands are brands governed by brand managers that see Corporate Social Responsibility (CSR) activities not as a means to improving business performance, but as an end itself. The purpose of the present paper is to establish a framework for evaluating conscientious brands. Four characteristics of conscientious brands are suggested: (1) Level of responsibility assumed, (2) Level of impact on stakeholders, (3) Degree of long-term commitment, and (4) Level of altruistic motives. These characteristics are then used to analyze a Norwegian case example – the Stormberg athletic- and outdoor clothing brand. The results of this analysis show that Stormberg must be considered a conscientious brand. The paper concludes with several propositions for future research employing the conscientious brand framework.