1. IntroductionDuring the last deca

1. Introduction
During the last decade, we have witnessed an increasing number of moral statements on
issues of ethics, sustainability or social responsibility entering corporate communication
and corporate branding (Elving, 2010; Morsing, 2006). In the wake of globalisation,
organizations are increasingly encouraged to take on an ethical or social responsibility
and contribute to sustainable development (United Nations, 1987). With this focus in
general paired with an increased focus on “the business case” for social responsibility
(Carroll and Shabana, 2010), and on establishing a link between business and social
responsibility (Porter and Kramer, 2006), we are likely to see more organizations
integrating these issues as part of their corporate brands.