Da Silva Lopes, Maria Teresa orcid.org/0000-0002-6944-414X (2016) Building brand reputation through third party endorsement:Fair Trade in British Chocolate. Business history review. pp. 457-482. ISSN 0007-6805
Abstract
This article looks at the evolution of the British chocolate industry from the 1860s to the 1960s, a period during which it was dominated by Quaker businesses: Cadbury, Rowntree, and their predecessor, Fry. It provides evidence of early forms of fair trade by these Quaker businesses, showing that, before the fair trade movement took off in the 1970s, they contributed to social change and to improvement in living standards and long-term sustainable economic growth in developing countries. This article argues that when the mechanisms for enforcing food standards were weak and certification bodies did not exist, the Religious Society of Friends acted as an indirect independent endorser, reinforcing the imagery and reputation of the Quaker-owned brands and associating them both with purity and quality and with honest and fair trading.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © The President and Fellows of Harvard College 2016. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details. |
Keywords: | Brand reputation,third party endorsement,fair trade,British chocolate |
Dates: |
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Institution: | The University of York |
Academic Units: | The University of York > Faculty of Social Sciences (York) > The York Management School |
Depositing User: | Pure (York) |
Date Deposited: | 09 Jun 2016 11:11 |
Last Modified: | 16 Oct 2024 13:02 |
Published Version: | https://doi.org/10.1017/S0007680516000738 |
Status: | Published |
Refereed: | Yes |
Identification Number: | 10.1017/S0007680516000738 |
Related URLs: | |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:100705 |
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Filename: Quaker_paper_BHR_For_PURE_2016.pdf
Description: Quaker paper BHR - For PURE 2016