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Keywords: Corporate communications
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Journal Articles
Journal:
EuroMed Journal of Business
EuroMed Journal of Business (2011) 6 (1): 100–116.
Published: 17 May 2011
... In the context of greater consumer pressure regarding business ethics, managers should favour environmental arguments in their corporate communication to improve brand image through societal associations. Doing so, they should focus their communication on causes that are congruent with their brands to facilitate...
