Chapter 16: Co-creation of conscientious corporate brands - facilitating societal change towards sustainability: a structured literature analysis
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More and more corporate brands are adopting a stronger ethical and/or responsible brand identity as a result of increasing consumer pressure. The literature has labelled them conscientious brands or brands that do good, and has partially described their processes. However, it is widely unclear if and how these corporate brands facilitate societal transformation to achieve greater sustainability. Our structured literature analysis draws on different research streams, including hybrid organizational theory, social entrepreneurship, and political organizational theory to develop a better understanding of these corporate brands and the related co-creational processes of communicating, internalizing, contesting, and elucidating. We conclude that corporate conscientious brands (CCBs) facilitate change towards a sustainable society, while at the same time facing considerable challenges in managing the fine line between so-called "greenwashing" and authentically living their brand identity.

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