Brands for future: A framework for sustainable impact

Jan Dirk Kemming and Riccardo Wagner

Marketing Review St.Gallen, 2024, vol. 41, issue 5, 34-41

Abstract: Achieving a sustainable economy within the planetary boundaries requires a broader focus on corporate sustainability measures and better impact measurement. These aspects should be reflected in sustainable brand management. The proposed framework addresses these requirements and proposes a holistic impact perspective for brand management.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:328062

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