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Embedding knowledge and value of a brand into sustainability for differentiation

Gupta, Suraksha, Czinkota, M., Melewar, T.C. (2013) Embedding knowledge and value of a brand into sustainability for differentiation. Journal of World Business, 48 (3). pp. 287-296. ISSN 1090-9516. (doi:10.1016/j.jwb.2012.07.013) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://dx.doi.org/10.1016/j.jwb.2012.07.013

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.

Item Type: Article
DOI/Identification number: 10.1016/j.jwb.2012.07.013
Uncontrolled keywords: Brand differentiation, Brand knowledge, Brand value, Branding, Business sustainability
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School
Depositing User: Michael Czinkota
Date Deposited: 22 Aug 2014 13:34 UTC
Last Modified: 29 May 2019 13:00 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/42660 (The current URI for this page, for reference purposes)
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