Ethical Branding and Marketing : Cases and Lessons book cover
1st Edition

Ethical Branding and Marketing
Cases and Lessons

ISBN 9780367786472
Published March 31, 2021 by Routledge
212 Pages

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USD $54.95

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Book Description

Ethical Branding and Marketing: Cases and Lessons provides current perspectives on fascinating global cases focusing on the specific combination of the two fields of "ethics" and "branding," on their relationship, and on how that joint perspective shapes brands, companies, business strategies, and the market itself.

In a contemporary environment of "truthiness" and fake news, it is more important than ever to review core principles of ethics and to reassess how these principles apply to today’s branding and marketing practices. This book addresses practices in ethical branding and corporate culture. It includes such topics as truth, integrity, value, vulnerability, and differentiation. Collectively, these cases provide a contemporary overview of intriguing scenarios and best practices in ethical branding.

The book provides the reader with real, updated insight into ethical decision making; helps students integrate ethics, branding strategy, and real life, complex situations into an effective learning process; and provides the reader with up-to-date ethical branding cases from around the world.

Table of Contents


    1. Older Adults, Aggressive Marketing, and Unethical Behavior:A Sure Road to Financial Fraud?

    2. Twitter Me This: Fake News, Real News, and All the President’s Tweets

    3. Ethical Branding in Franchising: Implications for Brand Values and Corporate Culture

    4. Lessons from the Housing Crisis Support Applications of the Fiduciary Standard in Higher Education

    5. Bayer, Ethics, and the Anthrax Scare: Leveraging National Crisis for a Public Relations Bonanza

    6. Is Academe Cheapened by Branding Universities and Programs?

    7. Home Owners Association (HOA) Branding and Judicial Review: Using a Socially Responsible "Hard-Look"

    8. Ethical Branding Best Practices: A Case Study of Fabindia in the Context of Social Business

    9. Happy Brands and Ethical Implications

    10. Slavery, Chocolate, and Artificial Intelligence: Brands Ethical Dilemmas in a Modern World

    11. Jardine Matheson: Drugs, War, and Empire

    12. Ethics and Celebrity Advertising: A Case from the Indian Advertising Industry



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Hagai Gringarten, M.B.A., Ph.D., is a professor and a branding expert. He teaches branding and marketing at St. Thomas University’s Gus Machado School of Business, and he is a Visiting Professor at Harbin Finance University in China. He has served as president of the American Marketing Association South Florida chapter and co-authored a bestselling book about coffee. He also pursued postgraduate studies at Harvard Graduate School of Business and the Kellogg School of Management. Dr. Gringarten serves as a faculty advisor to the American Marketing Association chapter at STU and is the founder and Editor-in-Chief of the Journal of Multidisciplinary Research, a peer-reviewed academic journal. He is also co-founder and faculty advisor of the Journal of Student Research and serves on the editorial board of the Journal of International & Interdisciplinary Business Research, a California State University system publication.

The Reverend Professor Raúl Fernández-Calienes, Reverend Professor, Ph.D., teaches at St. Thomas University, where he is Adjunct Professor of Management Ethics in the Gus Machado School of Business, Senior Research Fellow at the Human Rights Institute, and formerly Visiting Associate Professor in the School of Law. He is Managing Editor of the peer-reviewed Journal of Multidisciplinary Research and a past Deputy Editor of the American Bar Association’s International Law Year in Review.