|Author(s): Annelies Verhaeghe, Niels Schillewaert, Tom De Ruyck, Micheal Friedman
Collection: Congress 2009 - Leading The Way - Ethically, Responsibly, Creatively
Keywords: Text Analytics, Web Scraping
ESOMAR Best Paper Award 2009/2010
ESOMAR Congress 2009 Award Winner - Best Paper Overall
|PDF version (download)|
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Corporate (social) responsibility is high on the agenda of almost every national and international company. But little is understood about what it does to a brand or how a brand should deal with it. Although the benefits and opportunities, both for the corporate world as for society, could be huge. This presentation argues that the time is here for an in-depth multi-country – almost ‘global’– study that will give us insights into the relationship between corporate social responsibility andbranding in different kinds of industries, supported by multiple clients.