Ethical Branding and Marketing: Cases and Lessons, 1st Edition (Hardback) book cover

Ethical Branding and Marketing

Cases and Lessons, 1st Edition

Edited by Hagai Gringarten, Raúl Fernández-Calienes

Routledge

176 pages

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Hardback: 9781138337275
pub: 2019-05-14
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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

List of "Check Your Understanding" Sections

Preface and Acknowledgements

Raúl Fernández-Calienes & Hagai Gringarten (U.S.A.)

    1. Older Adults, Aggressive Marketing, and Unethical Behavior:A Sure Road to Financial Fraud?
    2. Ya’akov M. Bayer (Israel)

    3. Twitter Me This: Fake News, Real News, and All the President’s Tweets
    4. Thomas F. Brezenski (U.S.A.)

    5. Ethical Branding in Franchising: Implications for Brand Values and Corporate Culture
    6. Antonella Capriello (Italy) and Rohail Hassan (Italy)

    7. Lessons from the Housing Crisis Support Applications of the Fiduciary Standard in Higher Education
    8. Robert Jeffery Foran (U.S.A.)

    9. Bayer, Ethics, and the Anthrax Scare: Leveraging National Crisis for a Public Relations Bonanza
    10. Hagai Gringarten (U.S.A.)

    11. Is Academe Cheapened by Branding Universities and Programs?
    12. Larry Hubbell (U.S.A.)

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

      

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

      Dinesh Kumar (India) and Punam Gupta (India)

    17. Happy Brands and Ethical Implications
    18. Wonkyong Beth Lee (Canada) and Timothy Dewhirst (Canada)

    19. Slavery, Chocolate, and Artificial Intelligence: Brands Ethical Dilemmas

      in a Modern World

Nellie Munin (Israel)

11. Jardine Matheson: Drugs, War, and Empire

Stan Neal (England)

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

Gurbir Singh (India) and Abhishek Mishra (India)

Contributor Biographies

Further Readings

Index

About the Editors

Hagai Gringarten, Ph.D., 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. Dr. Gringarten is the founder and Editor-in-Chief of the Journal of Multidisciplinary Research and is an editorial board member of the Journal of International & Interdisciplinary Business Research. He has served as president of the American Marketing Association South Florida chapter.

The Reverend Professor Raúl Fernández-Calienes, Ph.D., teaches at St. Thomas University, where he is Adjunct Professor of Management Ethics in the Gus Machado School of Business, Visiting Associate Professor in the School of Law, and Senior Research Fellow at the Human Rights Institute. He is Managing Editor of the peer-reviewed Journal of Multidisciplinary Research.

About the Series

Routledge Advances in Management and Business Studies

Management and business studies are firmly established as a popular, important and significant area of study in the academic world. Bringing together theories and thought from a wide range of disciplines, this series features cutting -edge research addressing all the major issues in business and management today, helping to define and advance the field.

Learn more…

Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS008000
BUSINESS & ECONOMICS / Business Ethics
BUS041000
BUSINESS & ECONOMICS / Management
BUS043000
BUSINESS & ECONOMICS / Marketing / General