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Embedding Sustainability into Brand Knowledge and Brand Value for Brand Differentiation

Gupta, Suraksha, Czinkota, M., Melewar, T.C. (2013) Embedding Sustainability into Brand Knowledge and Brand Value for Brand Differentiation. Journal of World Business, 48 (3). pp. 287-296. ISSN 1090-9516. (doi:10.1016/j.jwb.2012.07.013)

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Today, when brands 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. Business researchers such as Sheth (2011) and Hunt (2011) have reported the inquisitiveness of customers in this direction as an opportunity for marketers to create differentiation based on the concerns of brand towards overall issue of sustainability being faced by the mankind. 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: Sustainability, Health, Nature, Education, Energy restoration, Energy conservation, Waste Management
Subjects: H Social Sciences
Divisions: Faculties > Social Sciences > Kent Business School
Depositing User: Michael Czinkota
Date Deposited: 14 Dec 2015 23:14 UTC
Last Modified: 29 May 2019 16:47 UTC
Resource URI: (The current URI for this page, for reference purposes)
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