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Record: 1
Title: Building Corporate Brands through Community Involvement: Is it Exportable? The Case of the Ronald McDonald House in Norway.
Authors: Brønn, Peggy Simcic1 peggy.bronn@bi.no
Source: Journal of Marketing Communications; Dec2006, Vol. 12 Issue 4, p309-320, 12p
Document Type: Case Study
Subject Terms: *BRAND name products
*BUSINESS & politics
*CORPORATE image
*CUSTOMER services
*GOODWILL (Commerce)
*SOCIAL responsibility of business
*GLOBALIZATION
COMMUNITY involvement
Geographic Terms: NORWAY
Author-Supplied Keywords: Community involvement
corporate social responsibility
cause related marketing
reputation
Abstract: Community involvement is recognized as part of an organization's attempts to build good will in the local community and as such can be thought of as part of corporate social responsibility. The argument has been made that there is a need for more examination of the content of CSR activities, in particular for firms operating in diverse domestic and foreign contexts (Gardberg and Fombrun, 2004, Academy of Management Review, 31(2), pp. 329–346). This paper explores some of these issues by presenting an in‐depth look at McDonald's community involvement initiative in Norway, where the attempts to build a Ronald McDonald House met much resistance and many barriers, many of them from political parties, doctors and academics. [ABSTRACT FROM AUTHOR]
Copyright of Journal of Marketing Communications is the property of Routledge and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts)
Author Affiliations: 1Norwegian School of Management, Oslo, Norway
ISSN: 1352-7266
DOI: 10.1080/13527260600950643
Accession Number: 23219592
Persistent link to this record: http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=23219592&site=bsi-live
Cut and Paste: <A href="http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=23219592&site=bsi-live">Building Corporate Brands through Community Involvement: Is it Exportable? The Case of the Ronald McDonald House in Norway.</A>
Database: Business Source Complete



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