Branding in Sustainability

Genni Perlangeli and Andrea Rea

International Journal of Marketing Studies, 2022, vol. 14, issue 2, 47

Abstract: Purpose- A recent report published by Shelton Group, Sustainability(S) is rated for as an important brand purchase decision (P) criterion for 60 percent of consumers. The objective of this research is to investigate how differences affect consumers’ online and offline behaviors. Design/methodology/approach- Through sentiment analysis of corporate website Brand Sustainability Strategies (BSS) is explored in the store level and in the social media platform level with a dedicated survey about S and the positive impact on their P. Findings- This study demonstrates how the millennials generation experience through virtual interaction (VI) leverage on P and improve the Customer Brand Experience (CBE), focuses on Lego and Adidas Originality/value- The paper contributes to study a topic more interesting in this period and in addition underlines the culture emerged among the online and the offline P in the relation with the strategies of the customer journey.

Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://ccsenet.org/journal/index.php/ijms/article/download/0/0/47637/51091 (application/pdf)
https://ccsenet.org/journal/index.php/ijms/article/view/0/47637 (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:ibn:ijmsjn:v:14:y:2022:i:2:p:47

Access Statistics for this article

More articles in International Journal of Marketing Studies from Canadian Center of Science and Education Contact information at EDIRC.
Bibliographic data for series maintained by Canadian Center of Science and Education ().