This study provides insight into the relevance of ethical brand and corporate behaviour for consumer decisions and analyses the influence of social factors on brand preference and corporate image. Case studies show how companies can achieve strategic competitive advantages and increase brand and corporate value by integrating social factors into their brand strategy.

In addition, the study analyses and evaluates ethical marketing programmes (cause-related marketing), providing companies with guidelines on how to successfully engage in cause-related marketing – both for their own benefit and for the good of the community.