Baumgarth, Carsten; Binckebanck, Lars - 2011
Corporate Social Responsibility (CSR) is a double-edged sword for brands. If brand values and socioecological concerns …. If not, the result may be greenwashing with serious damage potential for the brand's equity. Thus, a professional and … holistic approach is needed for the evolution towards a CSR brand. This paper examines the relevant literature for success …