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dc.contributor.authorYoganathan, Vignesh
dc.contributor.authorMcLeay, F.
dc.contributor.authorOsburg, V-S.
dc.contributor.authorHart, D.
dc.date.accessioned2018-10-26T11:51:28Z
dc.date.available2018-10-26T11:51:28Z
dc.date.issued2018
dc.identifier.citationYoganathan V, McLeay F, Osburg V-S and Hart D (2018) Journal of Brand Management. 25(1): 68–83.en_US
dc.identifier.urihttp://hdl.handle.net/10454/16631
dc.descriptionyesen_US
dc.description.abstractBrands that do good for the society as well as for themselves are motivated by the core values they espouse, which necessitates a better understanding of what qualities a true core value must possess. The inherent tension within brands that do good, between commercial interests to increase competitiveness, and societal interests that are closely linked to the brand’s authenticity, has largely been overlooked. Hence, we develop and demonstrate a relatively easy-to-apply visual tool for evaluating core values based on a set of ‘goodness’ criteria derived from extant theory. The Core Value Compass adopts a paradox-based, evolutionary perspective by incorporating the inherent tensions within true core values, and classifying them according to their temporal orientation. Thus, we contribute towards a better understanding of underlying tensions of core values and provide a practical tool that paves the way for improved, and indeed ethical, corporate branding strategies. Furthermore, we demonstrate the Compass’ application using the case of a public sector brand, which is a quintessential brand that does good. Therefore, we also contribute to the nascent theoretical discourse on public sector branding. This paper therefore adds to the notable attempts to bridge the gap between theory and practice in core values-based corporate branding.en_US
dc.language.isoenen_US
dc.relation.isreferencedbyhttps://doi.org/10.1057/s41262-017-0074-0en_US
dc.rights© 2018 Palgrave Macmillan. This is a post-peer-review, pre-copyedit version of an article published in Journal of Brand Management. The definitive publisher-authenticated version is available online at: https://doi.org/10.1057/s41262-017-0074-0en
dc.subjectCore Value Compassen_US
dc.subjectCorporate brandingen_US
dc.subjectCore value tensionsen_US
dc.subjectBranding frameworken_US
dc.subjectBrand valuesen_US
dc.titleThe Core Value Compass: visually evaluating the goodness of brands that do gooden_US
dc.status.refereedyesen_US
dc.date.application2017-09-17
dc.typeArticleen_US
dc.type.versionAccepted manuscripten_US
refterms.dateFOA2018-10-26T11:51:28Z


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