The Core Value Compass: visually evaluating the goodness of brands that do good

Brands 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 competit...

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Bibliographische Detailangaben

Veröffentlicht in:	The journal of brand management 2018, Vol.25 (1), p.68-83
Hauptverfasser:	Yoganathan, Vignesh, McLeay, Fraser, Osburg, Victoria-Sophie, Hart, David
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand equity Business and Management Management Marketing Original Article Public sector Values
Online-Zugang:	Volltext
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