Marketing Effects Related To Socially Responsible Branding

Maria Georgieva ()
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Maria Georgieva: Varna University of Economics

Business & Management Compass, 2015, issue 4, 56-66

Abstract: "Socially responsible branding" (SRB) is a category that is new for modern marketing, which is gaining ever greater popularity. Among the main reasons for that there can be mentioned the considerable number of positive marketing effects, which the application of SRB carries. Maintaining high levels of consumer loyalty is one of these effects. By exerting influence in three main areas - on the value of the brand, on the corporate reputation and the level of consumer satisfaction, SRB also influences the loyalty of consumers, and the latter is in turn a factor of strategic importance for the successful market realization of each company.

Keywords: corporate social responsibility (CSR); branding; socially responsible branding (SRB); loyalty; brand value (search for similar items in EconPapers)
JEL-codes: M14 M31 (search for similar items in EconPapers)
Date: 2015
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