Sustainable Brand Management of Alimentary Goods

Jana Majerova, Wlodzimierz Sroka, Anna Krizanova, Lubica Gajanova, George Lazaroiu and Margareta Nadanyiova
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Jana Majerova: Department of Economics, Faculty of Operation and Economics of Transport and Communications, University of Zilina, Zilina 026 01, Slovakia
Wlodzimierz Sroka: Management Department, WSB University, Dąbrowa Gornicza 41-300, Poland
Anna Krizanova: Department of Economics, Faculty of Operation and Economics of Transport and Communications, University of Zilina, Zilina 026 01, Slovakia
Lubica Gajanova: Department of Economics, Faculty of Operation and Economics of Transport and Communications, University of Zilina, Zilina 026 01, Slovakia
George Lazaroiu: Department of Economic Sciences, Spiru Haret University, Bucharest 030045, Romania
Margareta Nadanyiova: Department of Economics, Faculty of Operation and Economics of Transport and Communications, University of Zilina, Zilina 026 01, Slovakia

Sustainability, 2020, vol. 12, issue 2, 1-18

Abstract: Sustainability of food production and consumption has become one of the most discussed topics of sustainable development in global context. Thus, traditional managerial patterns have to be revised according to the social request. The revisions that have been done so far are based on relevant specifics of production and have mostly general character. Moreover, traditional managerial postulates do not change; only their way of implementation is modified. These two facts are possible reason of the practical fails in sustainable management of alimentary goods. One of these traditional managerial concepts is brand. Within this context, it has been considered as a facilitator of CSR (corporate social responsibility) activities. But the situation has changed, and the suspicion that brand loyalty is not a facilitator but an obstacle to the sustainable management is high. Thus, the importance of research of brand loyalty in scope of sustainable management of alimentary goods is indisputable. According to the above mentioned, the main goal of the contribution is to identify relevant brand value sources of loyalty in scope of sustainable brand management of alimentary goods. To achieve this, the factor analysis has been applied to provide statistical evaluation of data obtained from our own questionnaire survey. We have found out that components of brand value sources do not vary when comparing brands and those without loyal consumers. Based on this, appropriate recommendations for the theory and practice of sustainable brand management of alimentary goods have been formulated.

Keywords: brand; branding; brand management; sustainability; alimentary goods; brand loyalty (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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