Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/335517 
Year of Publication: 
2025
Citation: 
[Journal:] Journal of Brand Management [ISSN:] 1479-1803 [Volume:] 32 [Issue:] 6 [Publisher:] Palgrave Macmillan UK [Place:] London [Year:] 2025 [Pages:] 564-579
Publisher: 
Palgrave Macmillan UK, London
Abstract: 
Corporate brands are increasingly willing or expected to demonstrate a moral stance, but existing frameworks often simplify moral agency, failing to capture its complexity. Consequently, corporate brands struggle to engage morality in a way that resonates with diverse stakeholder perspectives. How can moral development inform the orchestration of conscientious corporate brands? This conceptual paper aims to make sense of conscientious corporate branding as the project of becoming worthy of moral consideration. It introduces a maturity model, illustrating how corporate brands may evolve conscience as an emergent axis throughout different layers by emphasizing the importance of relational dynamics and situational contexts. This approach enriches theoretical discourse on conscientious corporate branding and provides actionable insights for brand managers seeking to enhance moral identity formation. Ultimately, this paper advocates for a shift toward an assemblage view of conscientious corporate branding, empowering corporate brands to become collective agents in an ever-evolving moral landscape.
Subjects: 
Conscientious corporate branding
Corporate moral agency
Moral maturity
Moral assemblage
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article
Document Version: 
Published Version

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