Zsuzsa Borsa
Last Name
Borsa
First name
Zsuzsa
Email
zsuzsa.borsa@unisg.ch
ORCID
Phone
+41 71 224 32 18
9 results
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Item type:Publication, Are we a good match? The (in)congruence of brand personality and perceived brand sustainability(2025-07-03); ; ; Brands are important in transitioning consumer habits and, consequently, making our society a more sustainable one. Sustainability has become an important consideration when consumers and other stakeholders award their votes (e.g., through consumption and employment) to brands. However, brands may experience difficulties when implementing new features, such as sustainability, into their brand image. Brand incongruence can emerge when new information deviates from consumers' expectations. How sustainability may lead to such incongruence is the focus of this study, which investigates the potential (in)congruence of sustainability for brands based on the concept of brand personality. The results of the quantitative survey (n=11,110) illustrate that all five brand personalities (sincerity, excitement, competence, sophistication, and ruggedness) have the potential to embed sustainability into their brand image. The findings of this study lay the groundwork for further research on the critical issue of sustainability and branding and may encourage brand leaders to embed sustainability into brand strategies without fear of brand incongruence.Type:conference paper - Some of the metrics are blocked by yourconsent settings
Item type:Publication, 40 years of stakeholder approach in management education. A single case study of the Darden School of Business.(2024-08-10)40 years ago, Edward Freeman's book “Strategic Management: A Stakeholder Approach”, was published as a textbook for courses in business policy and strategy. The stakeholder approach gained popularity in practice and became a major theoretical lens in business ethics as well as an integral part of management education. While the literature covers the application of the stakeholder approach in the various management disciplines (e.g., finance, accounting, management, and marketing), little is known about its integration in teaching practices, its implications and benefits in business education. This single case study aims to address this gap by examining the historical and disciplinary development of the stakeholder approach at Darden School of Business, where Freeman has been teaching for 37 years. Based on qualitative research methods, the study uncovers cross-disciplinary benefits of the stakeholder approach and identifies untapped potential for the further improvement of management education.Type:conference paper - Some of the metrics are blocked by yourconsent settings
Item type:Publication, BUILDING STAKEHOLDER TRUST IN THE ANTHROPOCENE(2024-07-04); Rapid contextual changes have changed the way businesses can successfully build trust. The Era of Anthropocene has generated large societal shifts, requiring collective action, with implications for businesses and stakeholder trust. In this conceptual paper, we illustrate the changing role of the affective, cognitive, and behavioral dimensions of trust in the context of sustainability. We argue that cognitive and affective trust building afford weak pillars for stakeholder trust; successful stakeholder trust for sustainability requires organizations to build primarily on behavioral trust. Our theorizing contributes to multidimensional interpretations of trust and to the understanding of stakeholder trust, a core process of joint value creation and stakeholder engagement. Our findings have important practical applications for how organizations can design successful sustainability strategies, via building stronger stakeholder trust.Type:conference paper - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Sustainability Branding: Challenges with Building and Maintaining Stakeholder Trust(2022-07-06); Type:conference paperJournal:Academy of Management Annual Meeting Proceedings - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Beyond Green and Brown: Nuances in Sustainability CommunicationFirms apply substantive and symbolic actions and communication to enhance their legitimacy and reputation in response to the complex institutional environment. Corporate sustainability and its communication have become integral to firms’ legitimacy and reputation. When companies design sustainability communication strategies, they constantly seek to uphold a legitimate image by aligning with given societal norms and expectations. Firms do so while simultaneously trying to build a positive reputation based on differentiation. This multiple case study aims to understand how this balancing act can lead to unintentional greenwashing or brownwashing. The results describe three observed interplays of legitimacy and reputation and associated (non)communication risk – greenwashing and brownwashing practices. The findings reveal that building on pragmatic legitimacy contributes to credibility and brings the lowest risk of communication distortion. The study contributes to research on the relationship between reputation and legitimacy and joins the ongoing debate about the dynamics of greenwashing and brownwashing. By so doing, the paper adds to the critical scholarly discussion on sustainability. Practically, the study seeks to help companies avoid over- or under-communication of their sustainability achievement and encourages them to develop stakeholders’ knowledge and influence legitimate practices actively.Type:conference paper - Some of the metrics are blocked by yourconsent settings
Item type:Publication, - Some of the metrics are blocked by yourconsent settings
Item type:Publication, SCOPES Sustainability Report 2023 - Swiss Consumer Perception of Sustainability(2023-08-22); ; ; ; PublicisThe SCOPES report provides an overview of the current landscape of sustainability communication in Switzerland, revealing that it often oscillates between excessive and inadequate communication. The report explores the viewpoints of consumers and companies, followed by a summary that includes recommendations on avoiding pitfalls and effectively managing challenges in sustainability communication.Type:work report - Some of the metrics are blocked by yourconsent settings
Item type:Publication, SCOPES Sustainability Report 2023 - Swiss Consumer Perception of Sustainaibility(2023-10-24); ; ; ; PublicisThe SCOPES report first provides an overview of the current landscape of sustainability communication in Switzerland, revealing that it often oscillates between excessive and inadequate communication. The report explores the viewpoints of consumers and companies. It includes a summary with recommendations on how to avoide pitfalls and how to effectively manage challenges in sustainability communication.Type:work report