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Abrandcadabra - successful brands magically transforming our world.

Omar, Maktoba


Maktoba Omar


It is well documented that marketing can do magical things for brands (Hall, 2014). It surges market share, swells shareholder profit, escalates brand value scores, increases awareness levels and deepens affinity rates. But it is also worth considering what the effects on the brand are when it truly does magic, such as changing, helping and nurturing life and building community. In an age when consumers and marketers have ever increasing empathies with corporate social responsibility (CSR) (Sampson and Obinna 2014) then it is important to understand what foundations need to be in place for brands to positively change the world around them (Yumurtacı, 2014). In a time when business world goodness appears thin on the ground (Yan, 2011) this paper presents a case that by simply doing good, brands can do better – better broadly for society but also the culture and wellbeing of all organisational stakeholders.

Presentation Conference Type Conference Paper (unpublished)
Conference Name The magic in marketing - Academy of Marketing Annual Conference
Start Date Jul 7, 2015
End Date Jul 9, 2015
Publication Date 2015
Deposit Date Jun 8, 2015
Publicly Available Date Dec 31, 2015
Peer Reviewed Not Peer Reviewed
Keywords Brand; marketing; brand value; corporate social responsibility; simply doing good;
Public URL
Contract Date Jun 8, 2015


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