This research paper studies how the strategy of
repositioning enables marketers to communicate CSR as
their brand’s differentiating factor. It aims at
understanding how consumer perceptions can be managed to
generate brand value through corporate brand
repositioning when CSR is the differentiating factor.
The purpose of this paper is to answer the following
research question: How can consumer perceptions be
managed to generate brand value through corporate brand
repositioning when CSR is the differentiating factor?
The two research objectives were: 1. to build a model,
which describes the different components of consumer
perceptions involved in generation of brand value
through repositioning when CSR is the differentiating
factor, 2. to identify the most critical components in
the context of the case company, IKEA for generation of
brand value during the process of corporate brand
repositioning. pdf 2011
