Theorising the CSR-Identity Construct

54 Pages Posted: 12 Nov 2008

See all articles by Olutayo Otubanjo, PhD

Olutayo Otubanjo, PhD

Brunel Busines School, Brunel University, London

Kenneth Amaeshi

University of Edinburgh Business School; Cranfield University - School of Management

T.C. Melewar

Brunel University London; Middlesex University - Business School

Nelarine Cornelius

University of Bradford - School of Management

Date Written: November 11, 2008

Abstract

This study aims to integrate the distinct disciplines of corporate identity (CI) and corporate social responsibility (CSR), fusing these into a cohesive construct - "CSR Identity". A conceptual analysis of the meaning and management of CSR and corporate identity were drawn to develop a model to explain how the concepts of CSR and corporate identity work collaboratively. In addition, a conceptual framework highlighting the levels of integration between the concepts of CSR and corporate identity was developed. The paper further illustrates the nature of CSR Identity with the deconstruction of a CSR identity advertisement via semiotic method of analysis. The integration of these two constructs enriches and adds to the academic discourse on the relationship between the concepts of CSR and corporate identity.

Keywords: corporate identity, corporate social responsibility, CSR-Identity

Suggested Citation

Otubanjo, PhD, Olutayo and Amaeshi, Kenneth and Melewar, T.C. and Cornelius, Nelarine, Theorising the CSR-Identity Construct (November 11, 2008). Available at SSRN: https://ssrn.com/abstract=1299654 or http://dx.doi.org/10.2139/ssrn.1299654

Olutayo Otubanjo, PhD (Contact Author)

Brunel Busines School, Brunel University, London ( email )

Kingston Lane
Eastern Gateway Building
Uxbridge, Middlesex
United Kingdom

Kenneth Amaeshi

University of Edinburgh Business School ( email )

29 Buccleuch Place
Central Area
Edinburgh, Scotland EH8 9JS
United Kingdom

HOME PAGE: http://https://www.business-school.ed.ac.uk/about/people/738/Kenneth/Amaeshi

Cranfield University - School of Management ( email )

Bedfordshire, MK43 0AL
United Kingdom

T.C. Melewar

Brunel University London ( email )

Kingston Lane
Uxbridge, Middlesex UB8 3PH
United Kingdom

Middlesex University - Business School ( email )

The Burroughs
London, NW4 4BT
United Kingdom

Nelarine Cornelius

University of Bradford - School of Management ( email )

Emm Lane
Bradford, West Yorkshire Bd9 4JL
United Kingdom