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What is Corporate Branding

Chapter 9
Handbook of Research on Business Ethics and Corporate Responsibilities
The development of a recognized company name used to promote product and services.
Published in Chapter:
Identifying Corporate Social Responsibility (CSR) Curricula of Leading U.S. Executive MBA Programs
Robin James Mayes (University of North Texas, USA), Pamela Scott Bracey (Mississippi State University, USA), Mariya Gavrilova Aguilar (University of North Texas, USA), and Jeff M. Allen (University of North Texas, USA)
Copyright: © 2015 |Pages: 17
DOI: 10.4018/978-1-4666-7476-9.ch009
Abstract
Our society has witnessed large enterprises collapse from a disregard for Corporate Social Responsibilities (CSR) and illegal and unethical comportments. This chapter provides an understanding of the basic concepts of CSR in the context of lawful and ethical responsibilities, while recognizing the power of CSR branding. Moreover, in accordance with the theory that higher education can elevate the importance of CSR strategies, it reports the results from a qualitative content analysis study identifying explicit and implicit inclusions of CSR, law, and ethics in course titles and descriptions from 20 leading Executive Master of Business Administration (MBA) programs at institutions of higher education in the United States. The results report that while law and ethics are commonly part of the reviewed Executive MBA programs, CSR has minimal representation in these programs.
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