Sustainable Brand Research Articles

Brand Reputation and Trust: The Impact on Customer Satisfaction and Loyalty for the Hewlett-Packard Brand

Reputation is shaped depending on factors such as the quality of products and services offered by a brand to its stakeholders, its reliability, and its innovative aspect in the eyes of stakeholders. The sustainability of a brand reputation depends on the brand creating a positive perception by fulfilling its social responsibilities and maintaining this perception in the long term. In this study, the brand reputation of Hewlett-Packard (HP) computers is evaluated through customer reviews. The data set in the study consists of 2012 customer reviews obtained from Hepsiburada, one of the most widely used e-commerce platforms in Turkey. Sentiment analysis and text mining artificial intelligence methods were used in the study. For sentiment analysis, the Naive Bayes method, which is one of the machine learning methods, was used, and the comments were divided into three groups as positive, negative, and neutral. In the study, 82% of the customer comments were positive, 11% were negative, and 7% were neutral. The fact that most of the comments consist of positive sentiments shows that HP Computer has a positive reputation in the eyes of stakeholders consisting of customers. Comments consisting of negative and neutral emotions show the aspects that the brand needs to improve. In the study, the text mining method emphasises the prominent features of the brand in the comments. This study makes an important contribution to the reputation assessment of brands and to ensuring sustainable brand reputation.

Corporate Social Responsibility and Virtual Reality: A Synergistic Approach to Building Sustainable Brand Image

This study explores the intersection of Corporate Social Responsibility (CSR) and Virtual Reality (VR) as a novel approach to fostering sustainable brand image. Utilizing a qualitative research method through literature review and library research, the paper analyzes existing frameworks and theories on CSR and their potential enhancement through immersive VR experiences. The findings indicate that CSR initiatives, when integrated with VR, offer companies a unique opportunity to engage consumers more deeply by creating interactive and impactful experiences that highlight their commitment to sustainability. VR can simulate real-world scenarios of a company’s social and environmental efforts, making these initiatives more tangible and relatable to consumers. This immersive engagement not only enhances consumer understanding of CSR efforts but also builds stronger emotional connections, which are essential for long-term brand loyalty. Additionally, the synergy between CSR and VR contributes to a more transparent and authentic brand image, as VR allows for a more compelling demonstration of CSR activities. The study concludes that this innovative approach of combining CSR with VR can significantly improve brand perception, foster consumer trust, and establish a sustainable brand image that aligns with modern consumer expectations of corporate responsibility and ethical behavior. Further research is suggested to explore the long-term effects of this integration on consumer behavior and brand equity

Sustainable Business Strategies: Exploring the Role of Corporate Social Responsibility and Virtual Reality in Enhancing Brand Value

This study explores the intersection of Corporate Social Responsibility (CSR) and Virtual Reality (VR) in developing sustainable business strategies that enhance brand value. Employing a qualitative research methodology through a comprehensive literature review and library research, the paper investigates how CSR initiatives, when integrated with immersive VR technologies, contribute to long-term brand equity and consumer engagement. The research highlights CSR's evolving role in aligning corporate activities with social and environmental goals, which not only strengthens stakeholder relationships but also increases brand loyalty. In parallel, VR technologies are gaining traction in marketing and brand communication, offering immersive experiences that create deeper emotional connections with consumers. The study analyzes recent case studies and academic discussions, illustrating how VR can enhance CSR's impact by making initiatives more accessible and engaging to a broader audience. This synergy between CSR and VR not only fosters a stronger brand identity but also provides a competitive advantage by differentiating brands in an increasingly socially conscious marketplace. The findings suggest that businesses leveraging CSR strategies alongside VR can cultivate a sustainable brand narrative that resonates with both customers and stakeholders, thereby improving overall brand value and driving sustainable growth. Future research is encouraged to further examine specific industries where these strategies can be most effectively implemented.

The Antecedents of Sustainable Brand Loyalty and the Role of Authenticity

The Antecedents of Sustainable Brand Loyalty and the Role of Authenticity

Improvizing West Java MSMEs Using Quality Service Gaps Model

This study aims to understand the challenges and opportunities for the development of Micro, Small and Medium Enterprises (MSMEs) in West Java. With a very large number, MSMEs in West Java have great potential to drive economic growth. However, various obstacles such as access to capital, information, and technology are still an obstacle. This research proposes the application of the Service Science framework to map the MSME ecosystem and identify opportunities for service innovation. Thus, it is expected to increase the competitiveness of MSMEs and make a greater contribution to the regional economy. This research reveals that MSMEs in West Java face significant constraints in terms of access to capital, information, and technology. Through in-depth interviews with 8 MSME owners, this research aims to understand in-depth the challenges and opportunities faced by micro, small and medium enterprises. Thematic analysis of the interview data identified a gap between the ideal conditions that MSMEs desire and the actual conditions they experience. Using the Service Quality Gap Model, this study created four action plans to improve MSMEs in West Java. By addressing the identified gaps and encouraging collaboration between MSMEs, government, academia and industry, the Sadulur platform can catalyze the sustainable growth and development of MSMEs in West Java. These gaps, which we refer to as 'customer gaps', are manifested in four main themes: 1) the potential for MSMEs to create innovative products more easily, 2) the need to develop a strong business foundation and build sustainable brand value, 3) the importance of improving business processes and management to increase efficiency, and 4) the need to build good relationships with external parties to expand networks and business opportunities. These findings form the basis for formulating an action plan to improve the quality of services provided to MSMEs.

Green choices and brand happiness: A recipe for brand evangelism

AbstractTo date, research has predominantly focused on identifying the antecedents of sustainable consumption, but little work has been done to understand the impact of the consumption of sustainable brands on consumer emotions and behaviours thereof and how it varies across generations. This study attempts to analyse the relationship between consumption of sustainable brands and brand happiness, and the likelihood of it resulting in brand evangelism. We used the mall intercept method to collect responses from 564 respondents. We used structural equation modelling (SEM) to verify the research model and hypotheses and Hayes Process macro to test mediation and moderation impact. The study concludes that the consumption of sustainable brands triggers a positive emotional response in the consumer by evoking a feeling of happiness, which leads them to evangelise the brand. Thus, evangelists disseminate positive word of mouth and repurchase the brand, as well as engage in oppositional brand referrals to strengthen their relationship with the brand. The study further confirms the moderating role of generation cohorts in the relationship between brand happiness and brand evangelism. Gen Z is more likely to be an evangelist for sustainable brands as compared to other cohorts. The results corroborate with the self‐perception theory, which has been used as a theoretical base. In addition, managers should prioritise sustainability as a driver of brand happiness to effectively engage consumers, especially Generation Z, while aligning marketing strategies for consumer behaviour.

A Review Article On The Impact And Evolution Of Sustainable Brands

The growing emphasis on sustainability has prompted significant changes in the fashion industry, particularly among brands striving to align with eco-friendly and ethical practices. This study explores the impact of sustainable brands on consumer behavior and industry standards. It examines how these brands are integrating sustainable practices into their operations, from the use of recycled materials to adopting circular economy principles. Despite consumers' increasing awareness and positive attitudes towards sustainability, there remains a noticeable gap between these attitudes and actual purchasing behaviors. This research highlights the crucial role of sustainable brands in addressing this disconnect by fostering transparency and authenticity in their practices. The study also investigates the effectiveness of various communication strategies employed by sustainable brands to enhance consumer trust and engagement. By analyzing data from consumer surveys and brand case studies, the research identifies key factors influencing the success of sustainable brands, including brand identity, sourcing practices, and marketing strategies. The findings suggest that while sustainable brands are making strides, continued innovation and consumer education are essential for driving broader adoption and achieving meaningful environmental and social impact.

Re-examining consumer engagement in the circular economy

PurposeThis study aims to deepen knowledge of consumers’ attitudes towards circular economy products by focusing on the enabling factors that influence their behaviours. The success of the closed-loop economy depends not only on innovation but also on the active participation of the consumer. In these models, the authors witness the transition from the centrality of production to the centrality of use. This paper investigates Italian consumers’ tendency to purchase second-hand products in the clothing sector, one of the most polluting industrial sectors, focusing on the enabling factors that influence their behaviours, the reasons for their purchases and the existence of differences between market segments.Design/methodology/approachTo accomplish this aim, a two-step investigation was carried out: a literature review and a quantitative analysis through a snowball survey involving 963 individuals, noting that non-random sampling restricts the validity of the findings within the considered sub-set of the Italian population. Statistical analyses were performed using the R 4.1.2 software environment along with Rstudio IDE v.1.4.1106 and the packages FactoMineR for cluster analysis and vcd for mosaic plots.FindingsEnvironmental knowledge/awareness and solidarity values have a significant positive effect on consumers’ attitudes and purchasing behaviour towards circular products within the selected sample. A strong statistically significant association (p-value ≪ 0.01) is confirmed between those who consciously purchase sustainable clothing and those who are members/supporters of environmental associations, know sustainable brands and the advantages of the circular economy. Significant relations also emerged in reference to gender and age. In detail, the purchasing of sustainable clothing was found to be positively associated with females and generation Y respondents. Theoretical, institutional and managerial implications stem from the experimental findings of this study.Originality/valueThis study investigates the point of view of demand. From this perspective, this paper proposes a consumer engagement paradigm that highlights the motivations and enabling factors prompting participation in circular economy processes and affecting purchasing practices and attitudes towards second-hand clothing products with regard to Italian consumers.

The Role of Social Media in Promoting Sustainable Brands: Influencing Consumer Perceptions and Behavior Towards Sustainable Products

Sustainability has become a primary concern for consumers and businesses, and the need for brands to communicate their environmental initiatives effectively has significantly increased. Social media platforms have become powerful tools for shaping consumer perceptions and behaviors toward sustainable products. This study investigates how social media influences consumer trust, engagement, and purchase intentions related to sustainable brands. The study uses a mixed-method approach that includes qualitative meta-analysis, case studies, and a quantitative online survey. The study examines how transparency, influencer marketing, and consumer engagement on social media impact consumer attitudes and behaviors. Results indicate significant correlations between social media transparency and purchase intentions. According to the study results, influencer credibility is crucial in driving engagement with sustainable products. Case studies of brands such as Patagonia, IKEA, Unilever, and Tesla demonstrate how real-world companies use social media to promote sustainability, which further confirms the relevance of the study's findings.

Creative City Brand Building on Social Media Platforms

With the advent of the digital age, social media has become an important tool to shape the image of a city's brand. This paper aims to explore how to use social media platforms to build creative city brands, so as to enhance the attractiveness and competitiveness of cities. Through the study of many successful cases at home and abroad, combined with the theory of social media communication and the theory of urban brand image, this paper analyzes the mechanism of social media in urban brand promotion. The research adopted a combination of quantitative and qualitative methods, including online questionnaire survey, social media data analysis and in-depth interviews, to collect and analyze relevant data. The results show that social media can not only increase the visibility of cities, but also promote cultural exchanges and economic cooperation. In addition, the study found that personalized content creation, interactive user engagement, and sustained brand storytelling are key factors for successful city branding on social media. Finally, this paper puts forward suggestions on social media marketing strategies for different types of cities, and points out that future research should pay attention to the impact of changes in social media platform algorithms on the effectiveness of urban brand communication. This study provides a practical reference for city managers to promote city image more effectively in the new media environment.

Intelligent machines as information and communication technology and their influence on sustainable marketing practices for beneficial impact on business performance: A conceptual framework

Intelligent machines are the machines or devices that make use of artificial intelligence and robotics technologies. It has the ability to accomplish a specific task in the presence of uncertainty and variability in its operating environment. Certainly, it can be used to support information and communication technology to streamline the creation, collection, processing, transmission, and storage of information for sustainable marketing practices. The flawless application of sustainable marketing practices results in beneficial impacts on business performance. In fact, the issue of unsustainable marketing practices can be effectively managed by intelligent machines. Therefore, this study is undertaken to uncover how intelligent machines can influence sustainable marketing practices for beneficial impacts on retailers’ business performance by proposing a unique conceptual framework. The theoretical contributions discuss two techno-sustainable marketing applications. First, intelligent machines improve incremental innovation. This allows retailers to balance technology risk with sustainable marketing and lower the cost of innovations. Second, intelligent machines increase business efficiency by automating sustainable marketing practices. This allows retailers to efficiently manage the inventory, improve fulfilment efficiency, and optimise stock levels. The managerial implications discuss two goals of sustainable marketing practices. First, it can attract sustainability-minded customers who support the retail business for their own well-being. Second, it builds a strong sustainable brand reputation that can lower the price sensitivity.

Predicting Consumer Shifts to Sustainable Products using Machine Learning Models

This study evaluates the extent to which consumers are willing to switch to sustainable products and identifies the strategic measures to establish sustainable brands. Consumer preferences and behaviours are analysed to identify the early adopters of sustainable products The study employs several machine learning algorithms including Random Forest, Gradient Boosting, Logistic Regression, Support Vector Machine (SVM), and K-Nearest Neighbors (KNN), to determine the likelihood of consumers switching towards sustainable choices. SMOTE (Synthetic Minority Over-sampling Technique) was applied to address the class imbalance in the data. The models were evaluated using metrics such as accuracy, precision, recall, and F1 score. The results indicated that the Random Forest and SVM outperformed the other models in predicting consumer willingness to adopt sustainable products. This study demonstrates the potential of machine learning techniques in understanding customer behaviour, thereby supporting marketers in promoting sustainable brands.

Building Sustainable Brands in the Digital Age: Integrating New Media and ESG

Building Sustainable Brands in the Digital Age: Integrating New Media and ESG

Micro-meso-macro framework: a three-layered approach to understand brand pride

Purpose This study aims to develop a micro-meso-macro framework of brand pride to understand brand pride, its forms, characteristics and the interdependence of this construct, in a comprehensive manner. Design/methodology/approach Literature in brand pride has been systematically extracted, analysed and evaluated, to propose an integrated framework which presents a holistic view of brand pride. Findings At the micro level, brand pride is associated with owning individual level characteristics such as personality, culture, values, beliefs and motivation action and behaviour of the individual; at the meso level, brand pride is associated with characteristics at brand level, actions and behaviour such as brand personality, brand value and image. At the macro level, brand pride is associated with brand interactive characteristics, actions and behaviour, at a broader network of systems and environment such as brand responsible behaviour and brand’s adaptability in creating a robust network in uncertainty. Originality/value This paper identifies brand pride as a useful connecting point between brands and the surrounding environment, to achieve a more sustainable branding practice. Although previous researchers explored its effects on brand loyalty in various contexts, a comprehensive, holistic model for enhancing brand pride, suitable for application at various situations and various levels, was missing. This research fills this gap through a unique contribution by proposing a micro-meso-macro framework, which is a three-layered approach to brand pride.

Creating a fuzzy DEMATEL-ISM-MICMAC -fuzzy BWM model for the organization's sustainable competitive advantage, incorporating green marketing, social responsibility, brand equity and green brand image

This study aimed to create a model that would enable the achievement of a sustainable competitive advantage. The research approach is combining four multi-criteria decision-making tools including Fuzzy DEMATEL, ISM, MICMAC Analysis and Fuzzy BWM to evaluate factors in four key areas included corporate social responsibility, green marketing, brand image, and brand equity in Unilever Corporation. These factors collectively contribute to enhancing competitiveness. The process begins with the fuzzy DEMATEL method, which helps to uncover the cause-and-effect relationships among various components. Following this, the ISM approach is utilized to construct a hierarchical model that clarifies how these components influence and depend on one another. This step is crucial for gaining insights into their collective impact on Unilever's sustainability goals. Next, MICMAC analysis categorizes these factors based on their levels of influence and dependence, pinpointing the most critical elements that drive competitive advantage. Finally, the fuzzy BWM technique is applied to prioritize these key factors, leading to the aimed at bolstering Unilever's long-term competitiveness by fostering a green and sustainable brand image that resonates with consumer values. The key results reveal that the highest priority was given to achieving sustainable development goals. The criterion "Promotion of customer awareness" secured the second position Finally, ensuring the quality of products and services was also recognized as a third key focus area. Identifying these key factors and their interrelationships will provides decision-makers and stakeholders in Unilever company with actionable insights for precise planning and strategic prioritization.

Sustainable Brand Resilience: Mitigating Panic Buying through Brand Value and Food Waste Attitudes Amid Social Media Misinformation

This study investigates the relationship between user-generated content on social media and panic buying, with a focus on how attitudes towards food waste and brand value act as moderating variables. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), data from an online survey with 370 responses were analyzed. The findings show that user-generated content significantly contributes to the dissemination of inaccurate information, which in turn triggers panic buying. However, the impact of inaccurate information on panic buying is moderated by consumer attitudes towards food waste and brand value. Specifically, consumers with negative attitudes towards food waste and high brand trust are less likely to engage in panic buying when exposed to misinformation. These results suggest that promoting responsible consumption and leveraging brand value can mitigate the adverse effects of misinformation during crises. This study contributes to sustainability by providing insights into developing strategies for retailers and policymakers to manage consumer behavior, emphasizing the importance of accurate information and brand communication in reducing panic buying tendencies.

Eco-Friendly Packaging in the Digital Age: Strategies for Sustainable Branding and Consumer Engagement

Eco-Friendly Packaging in the Digital Age: Strategies for Sustainable Branding and Consumer Engagement

Sustainable Brand Reputation: Evaluation of iPhone Customer Reviews with Machine Learning and Sentiment Analysis

Brand reputation directly influences customer trust and decision-making. A good reputation can lead to greater customer loyalty, commitment, and advocacy. This study aims to understand the effects of brand reputation on customer trust and loyalty and to determine how brands can protect their reputation. This study, which was conducted on the iPhone 11 sample by obtaining statistical data from customer reviews, can be adapted and used by researchers and companies that want to measure brand reputation. In this study, customer reviews for the iPhone 11 phone on the Trendyol e-commerce site, the largest e-commerce platform in Turkey, are analyzed using sentiment analysis and machine learning methods. While 85 percent of customers are satisfied with the iPhone 11, 13 percent are dissatisfied with it. The neutral comment rate of 2 percent indicates that some customers do not express a clear positive or negative opinion about the product. In the comments of customers who bought the iPhone 11, there are those who express satisfaction with the quality, technical features, performance, and price/performance ratio of the product, as well as those who express significant complaints about delivery, quality, price, and customer service. Neutral comments generally focus on the product itself, price, quality, shipping, and packaging, and make informative evaluations. A sustainable reputation is based on the extent to which an organization embraces ethical principles, social responsibility, and sustainable practices throughout its operations and business relationships. Brands can improve, protect, and increase their brand reputation by considering and analyzing the thoughts and feelings of their customers. For this, they should develop policies and strategies to reinforce their strong features and improve their faulty and deficient features.

The Role of Advertising in Shaping Consumer Perceptions of Sustainable Brands

This research investigates the pivotal role of advertising in shaping consumer perceptions of sustainable brands, delving into the intricate mechanisms by which advertising strategies influence consumer attitudes and behaviors towards sustainability. Through an extensive review of literature, empirical findings, and prospective research directions, this study illuminates the nuanced landscape of sustainability advertising and its profound implications for marketers and consumers. The research underscores the burgeoning significance of sustainable branding within contemporary marketing paradigms, propelled by the escalating consumer interest in sustainability and ethical consumption. Empirical investigations affirm a robust positive correlation between advertising exposure to sustainable brands and consumer perceptions, underscoring the substantial impact of advertising on molding attitudes and driving purchase behavior. The researcher explores the influence of advertising on consumer perceptions of sustainable brands, through a comprehensive review of literature, qualitative and empirical analysis, investigates the mechanisms by which advertising strategies impact consumer attitudes and behaviors towards sustainable brands, explore theories and concepts that provide insights into the mechanisms by which advertising strategies impact consumer attitudes and behaviors towards sustainable brands. Additionally, present the findings of empirical analysis, which further elucidates these relationships and sheds light on the significant role of advertising in shaping perceptions of sustainability and provide insights for marketers aiming to promote sustainable products and initiatives.

Unmasking luxury consumption and its psychology: An experimental approach to understanding the motivations behind ethical and sustainable brand preferences

Unmasking luxury consumption and its psychology: An experimental approach to understanding the motivations behind ethical and sustainable brand preferences