..., but the research was funded by RichardsRose and The University of Sydney Business School. Consumers Inspiration Positive emotions Experiments Marketing communications Brand building © 2026 Kiju Jung and Vincent Mitchell. 2026 Kiju Jung and Vincent Mitchell Published by Emerald Publishing...

... No studies examine how to leverage CSR in brand‐building activities. Specifically, no empirically grounded research examines the required path to create and manage CSR brands and associated benefits, nor is the number of capabilities required to develop a credible CSR brand clear. Comprehensive models...