Embedding knowledge and value of a brand into sustainability for differentiation

Suraksha Gupta, Michael Czinkota and T.C. Melewar

Journal of World Business, 2013, vol. 48, issue 3, 287-296

Abstract: Organisations offer products to consumers, buyers often question if the product or its production process are linked to the environmental, social or economic challenges being faced by mankind. Inquisitiveness of customers in this direction points towards an opportunity for marketers to create differentiation based on the concerns of brand towards overall issue of sustainability. The authors have synthesized knowledge from various domains with a positivistic approach to understand sustainability from the perspective of branding. Using empirical knowledge this study recommends embedding sustainability into brand knowledge and brand value for creating a differentiation for the brand in a competitive market.

Keywords: Branding; Brand value; Brand knowledge; Business sustainability; Brand differentiation (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (19)

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DOI: 10.1016/j.jwb.2012.07.013

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