A conscientious corporate brand model – a Taiwanese assessment
A construct of conscientious corporate brands (hereinafter called CCBs) is tested by examining the environmental and climate change issues, and the internal and external corporate codes of ethics as dimensions of CCBs. The objective is to validate research in ethical branding by testing 'the conscientious dimension' of a corporate brand. The study is based upon Taiwanese business–to–business relationships.
Keywords: conscientious dimension, corporate brands, code of ethics, natural environment, climate change, business–to–business, B2B relationships, Taiwan, ethical branding, environmental issues