Sustainable Brand Research Articles

Measuring perceived social sustainability of brands – A scale development

Consumer perceptions regarding a brand’s commitment to social sustainability is a crucial differentiator and contributes to brand equity. Despite the acknowledged importance, presently no measurement scale is available for measuring consumer Perceived Social Sustainability of Brands (PSSB). This study, therefore, attempts to develop and validate the PSSB scale. Results from two empirical studies were used to establish the psychometric properties of the PSSB scale. Findings reveal PSSB comprises of six underlying dimensions namely: supporting education, supporting community, supporting innovative growth, supporting poverty elimination, supporting healthy living, and supporting sustainable water management. Based on the empirical studies a final refined scale with 26 measurement items was developed after testing for reliability and validity. We also tested the predictive validity of the scale, which show that PSSB is a valid predictor of outcomes such as brand trust and brand image. PSSB scale is developed around SDGs (Sustainable Development Goals) to help managers measure, understand, and accordingly mainstream the brand’s social sustainability perceptions among their target consumers and potential markets.

Mapping the sustainability branding field: emerging trends and future directions

Purpose This study aims to offer the intellectual structure and dynamics of the sustainability branding field, involving the identification of influential authors and journals, current and emerging themes, theories, methods, contexts and future research directions. Design/methodology/approach The study conducted a bibliometric approach of 1,509 articles retrieved from Scopus to analyze the evolution of the knowledge of sustainability branding and suggest future research. The analysis used various methods such as performance analysis, keyword analysis, cluster analysis and bibliographic coupling. Findings The topics of corporate image, philanthropy and stakeholder pressures were core in the foundation phase. Then rose the topics of sustainable development goals and global supply chains. Green marketing and the new paradigms of circularity, ethical consumerism and hyperconnected societies emerged more recently. Six thematic clusters represent the field’s knowledge structure: (1) corporate branding and reputation, (2) sustainable business development, (3) sustainable branding and ethical consumption, (4) corporate social responsibility, (5) brand equity and green marketing and (6) sustainability branding in hospitality and tourism. Practical implications This paper provides readers with an overview of sustainability branding core themes, key contributions and challenges, which can be used as a toolkit for brand management studies and practice. Originality/value The study’s uniqueness lies in bibliometric analysis (combined with network analysis and science mapping techniques) of the sustainability branding field from the identification and evolution of the thematic clusters to propose future research directions.

Research on the Impact of Logistics and E-commerce on JD.com

ESG (Environment, Social, and Governance) considerations take significant weight in valuing a company for investors. They are essential to show each company’s growth and sustainability. As the generations change, more and more companies take ESG seriously and start advancing their products to gain more customers and build a sustainable brand image. In this report, ESG is primary factor in evaluating of JD.Com Inc. In the annual report of JD.Com Inc., it can be seen that there are three main segments of the operating income period, and two business segments account for the main part. Therefore, in this report, people will analyze the basic competitive situation of the two business sectors of the company and the judgment of competitive strategy respectively through Porter's Five Forces model. Analyze whether JD.Com Inc. is a company on the rise, the industry, and future prospects. This company belongs to an industry with highly predictable cash flow, so in this report, discounted cash flow valuation model (DCF model) will be used to analyze JD.Com Inc. Whether is at a reasonable valuation price.

Exploring how IP marketing (media marketing) influences consumer shopping psychology through quantitative and empirical analysis.

As the concepts of intellectual property and media marketing have gained popularity, media marketing has gradually become an integral part of intellectual property marketing, and its use has become more widespread. However, the field of intellectual property marketing (media marketing) has become confused and faces challenges such as loss of uniqueness and weak consumer connections. Existing research efforts have focused on marketing strategies for branded intellectual property, but have neglected the important perspective of consumer psychology and behaviour. In this study, we use the AISAS model to segment digital marketing and delve into consumer psychology and behavioural factors that influence intellectual property marketing (media marketing). This exploration covers intellectual property content at the attention stage, intellectual property value at the interest stage, emotional trust at the search stage, mental consumption at the purchase stage and fan interaction at the sharing stage. We conducted a comprehensive analysis of the data using SPSS and AMOS, and integrated a consumer attitude questionnaire. The final findings confirm that intellectual property content, value, emotional trust, spiritual consumption and fan interaction all positively influence consumer psychology and behaviour. In addition, we make consumer-centric recommendations to extend the life cycle of intellectual property and promote sustainable brand development.

Role of Sustainability in Digital Age: Leveraging Social Media for Green Marketing Campaigns” an Empirical Study with Reference to Bangalore

The current empirical study aims to comprehensively investigate the influence of social media on achieving sustainability through the promotion of green marketing. The primary objective is to examine the association between environmental practices, discounts or promotions, recommendations from friends or influencers, personal values, and brand value, and the decision to support or purchase from a sustainable brand through social media promotion. Additionally, the study explores the perception of gender concerning the importance of various social media metrics, taking into account of both qualitative and quantitative research approaches, and simple random sampling method were adopted with sample size of 123 respondents, in context of Bangalore geographical area.

Literature Review : Company Value in Providing Trust to Customer Loyalty

This paper aims to illustrate the crucial role of trust in building and maintaining customer loyalty in a business context. The paper also highlights unique challenges in the Umrah travel industry in Indonesia, with an emphasis on how companies address potential mistrust. Qualitative by search comes from the literature related to the variables in this paper by looking for findings and providing reinforcement, additional contributions from all results in the literature. The time span of literature in the past eight years. Companies can cultivate a community of loyal customers who invest in a relationship with a brand they trust implicitly, trust emerges as a lived value that fuels an enduring and meaningful relationship between the company and its customers. Companies can strengthen their commitment to building trust, thereby fostering enduring customer loyalty and creating a positive and sustainable brand image in the marketplace.

Green Euphoria: Unraveling the Power of Sustainable Brands - Examining the Nexus of Green Brand Image, Authenticity, and Emotional Well-being with the Mediating Force of Green Brand Attachment

Pupose: The study intends to examine the indirect relationship between green brand image and green brand authenticity on consumer emotional well-being through the mediating variable of green brand attachment.
 Method: This study employs a quantitative-explanatory approach to examine the relationships between variables. The research focuses on consumers of environmentally friendly cosmetic products in Indonesia. The analysis utilized in this study is Structural Equation Modeling based on Partial Least Squares. The exact number of respondents analyzed in this research is 300 individuals who use environmentally friendly cosmetic products in Indonesia.
 Result: The findings of this research indicate that Green Brand Authenticity (GA) and Green Brand Image (GBI) have a positive impact on Consumer Emotional Well Being (CWB). Similarly, Green Brand Authenticity (GA) and Green Brand Image (GBI) positively influence Green Brand Attachment (GBA). Green Brand Attachment positively affects Consumer Emotional Well Being (CWB). Green Brand Attachment (GBA) plays a partial mediating role in accommodating the relationship between Green Brand Authenticity (GA) and Green Brand Image (GBI) with Consumer Emotional Well Being (CWB).

A literature review of brand bravery, brand activism, and sustainable branding as contemporary branding strategies: The Social Marketing new era

A literature review of brand bravery, brand activism, and sustainable branding as contemporary branding strategies: The Social Marketing new era

The role of social media marketing and marketing management promoting and developing brand sustainability strategy

Given the widespread adoption of social media as a primary information source, organizations can no longer do without it. The importance of social media in creating sustainable company strategies has increased in tandem with the public's growing knowledge of sustainability issues. This study examines how marketing and social media can create brand sustainability plans. To create a practical framework for creating sustainability strategies, the relevant literature was evaluated. Market managers and digital marketers were surveyed using an online questionnaire. To extract conclusions from the data and model variables, a structural equation model was used. Findings from the survey indicate that businesses are increasingly turning to social media to share information with stakeholders, solicit opinions, and collect information for use in developing sustainability plans. Market managers play a vital role in ensuring the sustainability of their businesses. The research has theoretical and managerial implications.

O caso Melissa: desafios de sustentabilidade para a expansão internacional de uma marca brasileira de sandálias plásticas

Abstract The Melissa sandals division is a subsidiary of Grendene, a Brazilian footwear manufacturer with over 40 years experience in the market. It is internationally recognized for its plastic footwear and accessories. In the last few years, the brand has been facing new challenges regarding the building of a more sustainable identity for its products and trying to implement reverse logistics initiatives in foreign markets. In this context, the case puts the reader in the role of Melinda Voguel, the executive director of Melissa Sandals, to reflect on a sustainability plan that will allow the brand a greater presence in international markets. The case was designed for undergraduate and graduate students of Business Administration, Economics, and Logistics who want to discuss topics such as brand sustainability, international marketing and branding, reverse logistics, and circular economy.

Sustainable marketing in theory and practice. Research results

Purpose: Obtaining information (as a result of reviewing available studies and qualitative own research) on sustainable marketing in Poland, with an emphasis on specified research issues, practices in different economic sectors under the brands’ emblems, and taking into account the developed tool kit of activities in this area. Methodology: Research of secondary information sources, online studies, multiple case studies of brands from selected economic sectors focused on the tool kit of methodological actions for sustainable marketing, and participant observation in their chosen initiatives with an analysis and diagnosis of the multifaceted benefits for all involved parties, the environment, land resources and the economy. Findings: A tool kit dedicated to sustainable marketing. Diagnosis of the state of sustainable marketing development in Poland. Presentation of identified examples of tool applications by brands from various economic sectors. Research limitations: The article is based on literature research and qualitative studies using multiple case studies, participant observation and online research. It is worth analyzing the research problem on a larger number of brands. A survey of the opinions of brand community representatives is planned to obtain information on the reception of individual campaigns. Practical implications: The original author’s list of sustainable marketing instruments expands knowledge in the field of management and quality sciences and has practical applications. Diagnosing the state of sustainable marketing in Poland provides a basis for improving activities in this area and has enabled the formulation of recommendations for those interested in this marketing concept. Social implications: The research has shown that sustainable marketing activities have an impact on customer behaviours, their experiences, attitudes, engagement and changes in the methods of acquisition and consumption of products, market behaviours, practices of marketers, and as a result, on the entire society and the natural environment. Value: This is the first study of its kind (at least in the Polish market) that addresses the state of sustainable marketing, including examples of the application of its tools, considering the established set of instruments, as well as recommendations for marketers and the resulting practical implications (social, economic, environmental, business and managerial). Keywords: sustainable marketing, sustainable brand strategy, tool kit of sustainable marketing actions, sustainable practices in selected sectors in Poland, recommendations for marketers. Category of the paper: research paper

Responsible consumption in the context of ESG transformation of the economy

The formation and development of responsible consumption arise in the context of digital transformation, generational change, international certification systems creation, and the growth of environmental consciousness. The term “responsible consumption” has no clear category boundaries in the scientific literature. However, most authors emphasise the number of additional requirements in the entire product value chain emergence such as production technologies; corporate social responsibility programs; business processes transparency as well as their ethics; packaging specifics; certification availability; raw materials; and product performance characteristics. Digitalisation and development of the responsible consumers segment have a great impact on the business environment changing, contributing to the emergence of new market niches and ecological products, as well as other opportunities and risks. Business leaders need recommendations for adapting existing marketing strategies in the direction of building marketing ecosystems and new formats of communicating with the consumer. The paper describes a full range of digital marketing communications tools for interacting with responsible consumption followers. The authors propose to use influence-marketing to broadcast corporate values and key ideas of sustainable brand as well as its ecological image to the target audience. Trustworthy interaction between the company and responsible consumption trendsetters is possible through co-creation marketing; as a result, the additional value joint creation and the common solution of environmental, social, and economic problems formation happen in the frames of this interaction.

Exploring the concept of brand sustainability: comprehending its importance and implications

This study investigates the evolving role of sustainability as a catalyst for consumer behavior. This article aims to provide a clear comprehending of the concept of sustainability, elucidate its practical applications, and explore how these principles can be effectively integrated into both traditional business models and the realm of e-commerce. It underscores how sustainable initiatives are influencing immediate buying choices and molding brand perceptions, consequently affecting long-term performance. Drawing upon authoritative sources like the United Nations, IBM, World Economic Forum, and the Boston Consulting Group, it furnishes a holistic grasp of brand sustainability and its wide-ranging consequences. The study discerns sustainability as an increasingly influential factor in consumer decision-making, molding instantaneous purchasing judgments and brand outlooks, with far-reaching effects on overall business success. The results of the research reveal that sustainability manifests uniquely for each brand, offering numerous avenues for conventional businesses and e-commerse to incorporate sustainability into their strategic frameworks. Brands responding agilely to sustainability will likely see better financial results. By investing strategically, disseminating initiatives effectively, and measuring their impact, sustainability can become a potent source of lasting competitive advantage.

Exploring socioeconomic factors for the sustainability of electric guitar brands: focusing on traditional values and psychological attachment

The primary objective of this study was to conduct a comprehensive quantitative analysis to investigate the factors influencing the purchase of electric guitars. Building upon prior research related to the decision-making process behind electric guitar purchases, our research took a quantitative approach to shed light on this intricate process. We designed and tested six hypotheses, utilizing structural equation modeling to analyze a dataset consisting of 433 responses collected within the electric guitar community. The results of our study have uncovered intriguing insights into the factors that drive purchase intention among electric guitar enthusiasts. Notably, two out of the six variables examined, namely ‘Brand’ and ‘Heritage Value,’ were found to exert a significant impact on consumers’ intentions to purchase electric guitars. This discovery carries profound implications for the industry. It is worth highlighting that electric guitars possess inherent features that can enhance a player’s skill and convenience through cutting-edge digital technology. However, our findings reveal that players place a higher emphasis on the perceived heritage value and brand identity of electric guitars, which take precedence over their functional attributes when making guitar selection decisions. This preference for cultural and emotional aspects over utilitarian features is a significant revelation. In light of the current state of the electric guitar industry, which is experiencing a decline, our research suggests that emphasizing and promoting the heritage and brand values of electric guitars could prove instrumental in retaining existing customers and attracting new ones. This strategic shift could serve to revitalize the industry and counter the challenges posed by advancements in technology. In summary, our study reaffirms the importance of cultural and emotional elements in consumers’ decisions regarding electric guitar purchases, underscoring the need for industry players to adapt and focus on these aspects to remain competitive in a changing market landscape.

Do sustainable brands actually supply or is it just a advertising gimmick to draw customers in 2023?

This paper will awareness at the concept of sustainable brands, which s growing in popularity because the want to take a stand towards climate trade and sustainability has become increasingly more urgent. This paper will also position a light on brands who cowl their practices by way of covering it up via using the name of sustainability and greenwashing the clients. Corporations have responded to this name via introducing “sustainable” merchandise and initiatives, but, it can often be difficult for clients to decide if those efforts are authentic or just marketing ploys used to draw eco-aware clients. A closer exam famous that there exist varying stages of corporate commitment when it comes to sustainability practices with a few corporations going a long way past what's required. The advent of biodegradable packaging, renewable power generation investments and supply chain transparency are all warning signs that a agency takes its environmental obligation severely. However, mere branding initiatives which includes new labelling logos can equate more from show than substance and do no longer essential replicate real development toward meaningful change within their operations or along the product lifecycle. moreover, companies may additionally find success the use of procedures like greenwashing which involves sacrificing impactful choices at the same time as highlighting marginal accomplishments on social media structures without disclosing potential liabilities related to chronic demanding situations inclusive of carbon emissions etc... consequently, ultimately management groups need to make sure pledges made cozy long time purchase over fleeting purchaser sentiment by myself if they assume shareholders rewards accordingly. In end despite the fact that many companies today boast an International Journal of Scientific Research in Engineering and Management (IJSREM) Volume: 07 Issue: 12 | December - 2023 SJIF Rating: 8.176 ISSN: 2582-3930 © 2023, IJSREM | www.ijsrem.com DOI: 10.55041/IJSREM27787 | Page 2 array of green credentials it remains up each people investigation speak whether these claims correspond real tangible modifications both internally externally – as an alternative truely taglines aimed toward invoking superb feelings among their goal demographic before speedy shifting onto subsequent undertaking even as investing minimum monetary sources into studies development order supply in reality beneficial outcomes society planet alike.—precis—To summarize, sustainable emblem techniques need to pass past simple surface level messaging if lasting benefit meant for people planet alike during contemporary accelerating era disruptive innovation

Examination of Corporate Reputation Scores, Market Value and Financial Performance with the Perspective of Corporate Brand Sustainability

In theory and practice, sustainability research offer important doctrines for carrying corporate brands into the future. As for maintaining the sustainability of corporate brands, researchers imply the necessity of various changing parameters, including corporate reputation. In addition, researchers highlight for long-term corporate reputation firms should also focus their market performance and financial performance. With this perspective, the aim of this paper is to examine the relationship amongst long term sustained corporate reputation, market value and financial performance. In parallel to prior research, reputation is conceptualized by pulse scores from reputation institutes’ reports. For the perspective of sustainability, data is put through some filters such as “most repeated corporate brands over 15 years”. After sampling, market values and financial performance indicators taken from online credible sources. As a result, 6 corporate brands and 15 years long data a panel has constructed. Finally, the relationship amongst corporate reputation, market value and financial performance is assessed with panel data. According to panel data correlation results, corporate reputation is only significantly correlated with ROE and ROI. Relationship between market value and financial performance indicators is significantly correlated.

Redefining Indonesia's MSMEs Landscape: Unleashing Digital Virality for Sustainable Growth

This study investigates the effectiveness of digital marketing strategies, particularly viral content, in enhancing the visibility and sustainability of micro, small, and medium enterprises (MSMEs) in Indonesia. By redefining the traditional MSME landscape, this research highlights the shift from conventional marketing approaches to digital virality strategies, reshaping how MSMEs engage with consumers and build sustainable brand identities. Adopting a descriptive qualitative approach, data was collected through a literature review and interviews with MSME stakeholders to analyze the digital marketing strategies used and their impacts. The findings reveal that viral content significantly boosts MSMEs' visibility by capturing consumer attention, fostering online engagement, and strengthening brand image. This study offers valuable insights for MSME owners and local governments and supports institutions in implementing effective digital strategies. Practical recommendations include developing skills in content creation, collaborating with local influencers, and utilizing social media platforms to maximize outreach. These findings underscore the potential of digital virality as a sustainable marketing tool while also recognizing limitations such as resource constraints. Future research may further explore adaptive strategies suited to different MSME sectors.

Compassionate Global Brand: A Bridge Between Brand Globalness and Brand Love for Sustainable Brands

Finding out and assessing how global brand compassion affects global brand love and globalness in the direction of sustainable brand is the aim of this study. The primary source of data for this study was the answers that participants gave to the questionnaire items. All MSMEs in Jember Regency that export goods make up the population used. Thus, the study's sample consists of up to 100 MSMEs exporting goods from Jember Regency. The Structural Equation Model (SEM) with SmartPLS is the analytical tool utilized in this work. The findings demonstrated that Sustainable Brand benefits from Brand Globalness. The findings demonstrated that investors in Global Brand Compassion are positively impacted by Brand Globalness. The findings demonstrated that Sustainable Brand is positively impacted by Brand Love. The findings demonstrated that Global Brand Compassion investors benefit from Brand Love. The findings demonstrated the beneficial relationship between Global Brand Compassion and Sustainable Brand. The findings demonstrated that Global Brand Compassion, a component of Global Brand Globalness, positively influences Sustainable Brand. The findings demonstrated that Global Brand Compassion, through Brand Love, has a good impact on Sustainable Brand.

Exploring Consumer Engagement in Response to Sustainable Social Media Content and Brand Identity of Fashion Brands

Social media posts are a good way for organizations to show their sustainability and good deeds. This paper investigates the effects of sustainable posts on consumer engagement in the fashion industry. We will show social media posts alone will not be enough to engage a consumer with a brand. Brands that are known to be sustainable brands will have more engagement with sustainable content. The purpose of this study is to identify the impact content type, brand identity, and brand price-point have on social media engagement and social value.

DEVELOPMENT AND SUPPORT OF A SUSTAINABLE: MARKETING PROVISION OF ENTERING STRATEGIES ON INTERNATIONAL MARKETS OF CHINESE COMPANIES: A CASE OF BYD AUTO

The formation of powerful companies in the People's Republic of China that possess their own technologies and are able to offer a competitive product on global markets necessitated the formation of integral strategies for entering these markets. The implementation of such strategies requires an effective marketing strategy, one of the key elements of which is the formation of a sustainable brand. Chinese manufacturers have traditionally relied on price advantages to gain a foothold in new markets, but this approach has proved ineffective in the case of high-tech products such as electric cars. Despite large investments, most companies from the PRC have not succeeded in forming a successful brand, so a study of the experience of the BYD AUTO company, which in a short time turned into the world's number one manufacturer of electric cars, reveals the conditions for implementing a successful international expansion strategy. The main challenge faced by the BYD AUTO company was the formation of a sustainable brand that would play a leading role in the promotion of products to international markets. Achieving this goal is facilitated by two key aspects of BYD AUTO's international marketing strategy: firstly, it is the brand's focus on the combination of technological advantages and social responsibility in the form of promoting solutions for transport with environmentally friendly electric motors, and secondly, the coordination of all elements of the marketing policy and orientation around them set of consumer requirements for the company's products and services. Like most Chinese companies, BYD AUTO implemented a step-by-step strategy for entering foreign markets, adapting to the specifics of local markets. The main competitive advantages were the low price of the product and the involvement of a wide partner network from local companies through the financing of joint investment projects. To reorient the strategy to create a sustainable international brand, it is necessary to focus the brand on the company's key values, synchronize this positioning with the expansion of the product range, standardize the service and reconcile it not only to the field of sales, but also to further operation, intensify electronic sales channels, build an adaptive communication system with clients, which is able to maintain communication on a global level.