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| Author: | Gustafsson, C. |
| Title: | Trust as an instance of asymmetrical reciprocity: an ethics perspective on corporate brand management |
| Journal: | Business Ethics
2005 : APR, VOL 14:2, p. 142-150 |
| Index terms: | trust brands ethics business ethics individual behaviour communication stakeholders |
| Freeterms: | brand management reciprocity |
| Language: | eng |
| Abstract: | In her theory of 'asymmetrical reciprocity' Young argues that one individual cannot put herself in the position of another. Other persons should be seen as free moral subjects, meaning that one should listen to and question them. The theory of asymmetrical reciprocity can also be applied as a theory of communicating trust in organizations. The paper introduces an empirical study of CEOs' and managers' views about the relationship between trust and stakeholder relations. |
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