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- Blombäck, Anna, et al.
(författare)
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Corporate Brand Heritage in Family Businesses; Not Always About Family History
- 2012
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Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
- In this paper we discuss how communication of family heritage in family businesses can be valuable from both corporate brand and organization identity perspectives, but also why further discussion is needed in regards to the phenomenon. The paper adds to this emerging literature by elaborating on the challenges and choices made in relation to communication of heritage in firms that have co-existing and overlapping corporate identities. A study of 55 corporate websites in Sweden and Germany is conducted. We find that firms vary in terms of how they rely on family to shape corporate brand heritage but also that the two sources of heritage are combined to support idiosyncratic corporate heritage identities and brands. To interpret our empirical findings we combine the identity discourses available in marketing, organization and social theory, and discuss implications of the choice to integrate or not to integrate family-related heritage in marketing communications. The paper represents work in progress and the sections on findings, analysis and discussions are tentative in kind.
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- Blombäck, Anna, 1975-, et al.
(författare)
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Corporate community responsibility as an outcome of individual embeddedness
- 2014
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Ingår i: Social Responsibility Journal. - : Emerald Group Publishing Limited. - 1747-1117 .- 1758-857X. ; 10:2, s. 297-315
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Tidskriftsartikel (refereegranskat)abstract
- Purpose: The purpose of this article is to improve our understanding of the nature of social responsibility in actual practices and, specifically, the influence of individuals on these processes. Design/methodology/approach: An abductive approach is applied (Alvesson and Sköldberg 1994), i.e. theory is developed by moving between theory and four empirical cases. The storeis highlight the importance of the individual and closeness to local stakeholders and the presence of overlapping rationales.Findings: The individuals’ simultaneous roles – as owners, managers, and community members – influence how they are held or see themselves as accountable and how they account for the firms’ engagement in the community. The activities are conducted in the name of the firm but originate from private as well as business-oriented concerns. Our conclusions encourage an extension of the CSR construct to approach it as an entangled phenomenon resulting from the firm and the individual embeddedness in internal and external cultures.Originality/value: This study brings the individual managers and owner-managers into focus and how their interplay with the surrounding context can create additional dimensions of accountability, which impact on the decisions taken in regard to CSR. A micro-perspective is applied. Corporate community responsibility, particularly in smaller and rural communities, contributes to recognize and understand how individuals influence, and are influenced by CSR.
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- Blombäck, Anna, et al.
(författare)
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Corporate Heritage in CSR Communication : A means to responsible brand image?
- 2013
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Ingår i: Corporate Communications. An International Journal. - 1356-3289 .- 1758-6046. ; 18:3, s. 362-382
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Tidskriftsartikel (refereegranskat)abstract
- Purpose: This paper explores whether corporate heritage as a component in planned communications can be important to foster a responsible corporate brand image among consumers. Design/methodology/approach: A research model with three hypotheses was created and tested through linear multiple regression analysis, including 199 brands. The dependent variable, responsible brand image, was obtained from a Swedish consumer survey (n=8015). The independent variables were measured through content analyses of the brands' webpages. Findings: The findings support that presence of corporate heritage in CSR communication is positively related to responsible brand image with consumers. It is notable that the results indicate that corporate heritage identity on its own does not influence positive consumer perception on responsibility, unless it is linked to CSR communication.Research limitations/implications: Previous research has indicated the significance of cultural context on what constitutes effective CSR communication. As this study is limited to a Swedish consumer sample, we therefore recommend further research including a wider national context in order to validate the findings.Practical implications: Our study and findings can inspire and inform companies how corporate heritage can be utilised in brand communications to facilitate CSR credibility among consumers.Originality/value: By introducing history and heritage as a perspective on CSR communication and responsible brand image, we add to the growing literature on corporate heritage identity and branding. The findings also add to the CSR communication literature calling for more knowledge on elements that build effective CSR communication.Key words: Brand image, Consumer perception, CSR, CSR communication, Corporate heritage identity, History, Heritage
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