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Enhancing Brand Equity Through Sustainability: Waste Recycling

Gupta, Suraksha (2015) Enhancing Brand Equity Through Sustainability: Waste Recycling. Thunderbird International Business Review, June (1). pp. 1-26. ISSN 1096-4762. E-ISSN 1520-6874. (doi:10.1002/tie.21730)

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Unlike many existing research studies that explain reverse marketing from a purchasing perspective, this study recognizes it as an honest effort made by managers aiming to promote sustainability by purposefully managing waste and discusses the spillover effect of their initiatives on brand equity. It argues that efficient recycling of products through reverse marketing by a brand demonstrates its sincere intent to adopt sustainable business practices and enhances its equity in the marketplace. A business-to-business viewpoint has been used to combine knowledge about waste recycling and management through reverse marketing based on the unpretentious operations and management practices. The propositions reflect on the criticality of engaging business customer firms in a procedural mechanism of recycling for increase in brand equity as the success of reverse marketing. A comprehensive adoption of an initiative like waste management through reverse marketing by a brand highlights how sustainability initiatives can create value for the customers of the brand and ultimately drive brand equity.

Item Type: Article
DOI/Identification number: 10.1002/tie.21730
Uncontrolled keywords: Sustainability, Reverse Marketing, Brand Value, Brand Equity and India.
Subjects: H Social Sciences
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Suraksha Gupta
Date Deposited: 14 Dec 2015 21:22 UTC
Last Modified: 29 May 2019 16:47 UTC
Resource URI: (The current URI for this page, for reference purposes)
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