Toward a Sustainability Brand Model: An Integrative Review

Warat Winit, Saranya Kantabutra and Sooksan Kantabutra ()
Additional contact information
Warat Winit: Faculty of Business Administration, Chiang Mai University, Chiangmai 50200, Thailand
Saranya Kantabutra: Faculty of Business Administration, Chiang Mai University, Chiangmai 50200, Thailand
Sooksan Kantabutra: Center for Research on Sustainable Leadership, College of Management, Mahidol University, Bangkok 10400, Thailand

Sustainability, 2023, vol. 15, issue 6, 1-25

Abstract: Stakeholder-based brand is increasingly recognized as a measure for corporate sustainability, although the knowledge in this area is relatively unknown. Through a systematic review approach, the present study explores the global knowledge base on sustainability and brand. The most influential authors and documents are identified, followed by a discovery of the intellectual structure of the sustainability and brand knowledge base with five schools of thought. First, the Customer Attitudes and Behavior school refers to behavioral studies (one of the common approaches in sustainability studies). Second, the Tourism Marketing school represents the popular context of sustainability studies that mainly relates to hospitality, destination marketing, and fashion brand management. Third, the Brand Strategy school refers to corporate strategy concerning brand that is widely used to measure corporate sustainability performance such as brand equity. Fourth, the Societal Marketing school provides insights into the marketing strategy that leads a firm to achieve competitive advantages under concerns about finite resources and rising environmental and social costs. Finally, the Advanced Quantitative Analysis school reveals an approach that is mainly used when conducting sustainable marketing studies. A model on sustainability brand is then derived, adopting the grounded theory approach. Future research opportunities are also identified and discussed to continuously advance the scholarship in this specific area.

Keywords: sustainability; sufficiency economy; stakeholder happiness; stakeholder brand equity; sustainability brand; branding (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2071-1050/15/6/5212/pdf (application/pdf)
https://www.mdpi.com/2071-1050/15/6/5212/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:15:y:2023:i:6:p:5212-:d:1098014

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().