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We stress the public demand for accountability of global brands and the rise in normative public brand evaluations in online networks. To gain an empirical and theoretical understanding of these phenomena, we introduce the notion of public brand auditing, which refers to public agents collectively contrasting brands against a multiplicity of shared understandings of what is worthy and good.

Convention theory serves as a theoretical lens to conceptualize public brand auditing, since it provides a normative framework of orders of worth based on which the appropriateness of actions are judged. Empirically, we conduct a netnographic study and illustrate public auditing strategies with online discussions about Google on the Slashdot platform.

We find that public brand auditing comprises two major auditing strategies: drawing leeways of acceptable brand conduct and allocating responsibilities.

Approaching public forms of normative brand judgments from a convention theory perspective allows researchers to better understand how the public holds brands accountable and evaluates brand conduct against higher-order principles.

The concept of public brand auditing helps managers to understand and approach the normative basis of both positive and negative brand judgments.

We urge brands to monitor public demand for accountability and emphasize the importance of the civic, market, and industrial orders of worth in guiding brand conduct.

This paper offers a conceptualization of and a framework for investigating public brand auditing phenomena.

This paper aims to propose a dynamic and holistic framework that combines the brand portfolio audit with the brand architecture redesign.

Depicting from an extensive review on the frameworks of brand audit and brand architecture, a dynamic approach to brand portfolio audit and brand architecture strategy was developed, and later applied and tested in three B2B and B2C companies.

The paper suggests an eight-step framework to guide practitioners when auditing a specific brand portfolio and designing a revised brand architecture strategy. Additionally, a Brand Audit Scorecard was developed to enable and sustain brand portfolio audits, divided into three dimensions (brand equity, brand contribution and strategic options).

Further research should aim at testing the proposed framework in different types of companies and countries.

This paper contributes to the brand audit and brand architecture literature by proposing a holistic framework that is not static.

The purpose of this paper is to propose a method by which to audit winemakers' communication of regional wine brands and to illustrate the method's conceptual basis through its empirical application to the Swiss wine Merlot Ticino.

The audit is comprised of two parts: one captures producers' intentions regarding the communication of the regional wine brand while the other determines what wineries actually convey through their formal communications. Data about intentions were collected through qualitative interviews and a survey of producers, while data on what wineries convey was based on a content analysis of wineries' communication materials.

The application of the audit to the brand Merlot Ticino shows that the proposed method provides several insights into the brand's personality, possible gaps between producers' intentions and actual communications, the potential target of the communication, the level of consistency of communication content and style, and the expressiveness of wineries in communicating the regional wine brands.

The content analysis adopted in this research focuses on formal communications issued by wineries. Adding oral contents and consumer perceptions would considerably improve the audit tool.

This paper provides winemaking regions with a useful tool with which to determine the effectiveness of their brand projections in the collective promotion of their regional wine brands. The paper is of value for academic research because it illustrates that results may be obtained in the wine brand field using methods traditionally used in corporate communication research, like projective techniques and communications audits.

This study examines audit fee premiums from brand name, industry specialization, and industry leadership after the merger of two Big 6 audit firms, creating the Big 5 in 1998 in the Malaysian audit market. A sample of 679 companies listed at the main and second boards of Kuala Lumpur Stock Exchange (KLSE) are investigated for audit fee premiums. Industry specialization is determined on the basis of 20 per cent share of audit market calculated by the number of audited companies in the industry. Audit fee premiums are calculated based on the Simunic (1980) model of audit fees. Results show: that Big 5 audit firms obtain 65.4 per cent audit market share for all KLSE listed companies; that Big 5 audit firms earn higher audit fees than non‐Big 5; and that industry specialization does not generate audit fee premiums. The study finds evidence for audit fee premiums derived from industry market leadership. Results also reflect the competitiveness among Big 5 audit firms in the audit market especially following the merger of Big 6 audit firms.

This chapter investigates the perceptions of social audit within the context of the garment companies of Bangladesh. The chapter highlights two recent incidents that claimed the lives of about 1,300 garment workers in Bangladesh. Based on the fact that Western clothing brands use social audits before sourcing their products from Bangladesh, this chapter investigates if any real change happens as a result of the information provided in the social audit reports.

The insights were gathered through conducting personal interviews with managers of social audit firms, corporate managers and various stakeholders of the textile and garment companies of Bangladesh. This chapter used the accountability theory to understand the perceptions of social audit.

The chapter finds that different stakeholders have different perspectives regarding social audits. The high-profile catastrophes within the supply chain garment factories of Bangladesh provided evidence that social audits did not help prevent such catastrophes in a different socio-economic context. The results have revealed stakeholder dissatisfaction with the procedures and content of social audits. It also finds that there is an expectation gap between the preparers and users of social audit reports.

The insights provided in this chapter would benefit garment manufacturers of developing countries and relevant stakeholders to demonstrate more accountability while conducting a social audit.

This is the first known chapter investigating stakeholders’ perceptions of social audit within the context of a developing country. More importantly, it focuses on responsible corporate behaviour in a socially sensitive industry.

The purpose of this paper is to examine the demand for high quality auditors and the effect of their brand names on a security's pricing at the time of its initial public offering. Because the Thai capital market is highly regulated, especially in terms of auditor selection (i.e. the Thai Security and Exchange Commission provides a list of individually qualified auditors and underwriting firms that the issuing firms have to choose from), it is therefore of interest to look at the demand for reputable audit firms and the importance of reputation capital in the signaling mechanism.

Data were collected from 100 issuing firms that went public between 2003 and 2008. Logistic regression and OLS regression were applied to test the relationship between the use of reputable audit firms and the level of underpricing of new issues. The demand for reputable audit firms in this highly regulated capital market is also examined.

The results suggest that only the newer large firms will select the higher quality audit firms, namely the Big Four. Furthermore, the role of the audit firms in the signaling model is also examined. The findings illustrate that new security issues are underpriced less when they engage Big Four audit firms, but there is no significant association between the underwriter and the level of underpricing. However, this relationship becomes more negative when Big Four audit firms and prestigious underwriters are both employed.

The findings confirm the auditor's significant signaling role. Therefore, when the choice of an auditor and underwriter is restricted, the issuing firms should consider hiring reputable audit firms, rather than prestigious underwriters, at the time of the initial public offering. Potential investors could also use the interpretations of these findings to make rational investment decisions.

The paper focuses on the new issues market in Thailand, which is inefficient and overly regulated.

The purpose of this paper is to investigate how horizontal collaboration aids organisations in responding to modern slavery legislation and in gaining a socially sustainable competitive advantage.

Action research has been conducted in the textiles and fashion industry and a relational perspective adopted to interpret five collaborative initiatives taken to tackle modern slavery (e.g. joint training and supplier audits). The primary engagement has been with a multi-billion pound turnover company and its collaborations with 35 brands/retailers. A non-government organisation and a trade body have also participated.

Successful horizontal collaboration is dependent on both relational capital and effective (formal and informal) governance mechanisms. In collaborating, firms have generated relational rents and reduced costs creating a socially sustainable competitive advantage, as suggested by the relational perspective. Yet, limits to horizontal collaboration also exist.

The focus is on one industry only, hence there is scope to extend the study to other industries or forms of collaboration taking place across industries.

Successful horizontal collaborative relationships rely on actors having a similar mindset and being able to decouple the commercial and sustainability agendas, especially when direct competitors are involved. Further, working with non-business actors can facilitate collaboration and provide knowledge and resources important for overcoming the uncertainty that is manifest when responding to new legislation.

Social sustainability improvements aim to enhance ethical trade and benefit vulnerable workers.

Prior literature has focussed on vertical collaboration with few prior studies of horizontal collaboration, particularly in a socially sustainable supply chain context. Moreover, there has been limited research into modern slavery from a supply chain perspective. Both successful and unsuccessful initiatives are studied, providing insights into (in)effective collaboration.

There is increasing interest in brand valuation as brands have started to appear as intangible assets on the balance‐sheet. Their appearance on the balance‐sheet may lead to misleading financial information if accountants and auditors do not fully understand how brands are developed; their strategic value; and how they are used by those who buy them. It is intended to clarify the role of brands within both the marketplace and the strategic armoury of the company, so that the financial world may appreciate the value and difference between real and spurious brands, and more precise methodologies may be developed for their valuation.

Fashion brands are under heavy criticism for often exhibiting poor working conditions and producing environmental damage. Pressure comes from initiatives such as Fashion Transparency Index (FTI) by Fashion Revolution to assess fashion brands' transparency based on information publicly disclosed. But an understanding of how such movements reflect in a Global South country characterised by institutional voids is still absent.

While the FTI ranks individual brands, in this study the authors have analysed 305 documents extracted from the websites of 20 Brazilian fashion brands to unpack practices and re-bundle them according to three archetypes – opaque, translucent and transparent – that display a maturity curve.

The authors show that advancement is heterogeneous, and we complement previous research exposing the limits of an NGO in driving transparency by investigating a context embedded in institutional voids. The authors show that most fashion brands restrict transparency to tier-1 suppliers. Moreover, although fashion brands increasingly demand disclosure from their suppliers, they do not clarify their own purchasing practices such as cancellation and payment policies. On the positive note, the authors show that maturity for transparent brands can include the actionability concept by engaging with consumer via surveys and educative content.

The authors contribute to theory by offering a maturity curve of fashion supply chain transparency. The authors contribute to practice by offering the three archetypes – opaque, translucent and transparent. This study unveils heterogeneity and asymmetry between the levels of transparency that buying firms demand from their suppliers against what they provide about their own practices.

This paper provides a review of the extensive contributions made to the audit pricing literature by researchers utilizing Australian data. Recent United States [hereafter US] regulatory requirements under the Sarbanes Oxley Act (Section 102) have mandated disclosure of audit fees. As such this is a useful occasion to review the existing Australian audit pricing research, since the audit fee disclosure advantage once enjoyed by Australian researchers has now effectively dissipated. Beginning with the origins and genesis of audit pricing research in Australia, this review then discusses the key contributions to the literature over time. It concludes with some brief discussion of potential research directions.