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CSR-Marke – Darstellung eines neuen Markenmodells und fallstudiengestützte Evaluation

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Impulse für die Markenpraxis und Markenforschung

Zusammenfassung

Corporate Social Responsibility (CSR) ist für Marken ein zweischneidiges Schwert: Gelingt eine glaubwürdige Integration von ökologischsozialem Engagement in die Markenidentität, so sind zunehmend strategische Wettbewerbsvorteile realisierbar. Im anderen Fall droht Greenwashing mit erheblichem Schadenspotenzial für den Markenwert. Entscheidend ist daher ein professioneller und ganzheitlicher Ansatz für die Evolution zur CSR-Marke. Dieser Beitrag leitet literaturgestützt Erfolgsfaktoren solcher CSR-Marken ab und kombiniert diese sodann in ein Modell zum CSR-Markenmanagement mit vier integrierten Facetten. Insbesondere die Lückenanalyse zwischen diesen Dimensionen kann in der Praxis Gefahrenpotenziale erkennen helfen. Konsistenz und Logik des Modells werden sodann im Rahmen von fünf qualitativen Fallstudien aus der Bau- und Immobilienwirtschaft explorativ überprüft. Diese Vorgehensweise belegt nicht nur das deskriptive, explikative und technologische Potenzial des Modells, sondern erlaubt auch die Identifikation von Forschungsfeldern für die zukünftige CSR-Markenforschung.

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Authors
  1. Lars Binckebanck
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  2. Carsten Baumgarth
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    Carsten Baumgarth  & Dirk-Mario Boltz  & 

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Binckebanck, L., Baumgarth, C. (2013). CSR-Marke – Darstellung eines neuen Markenmodells und fallstudiengestützte Evaluation. In: Baumgarth, C., Boltz, DM. (eds) Impulse für die Markenpraxis und Markenforschung. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-00427-9_17

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  • DOI: https://doi.org/10.1007/978-3-658-00427-9_17

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