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Linking sustainability with Brand perception and marketing performance 10; p.129. 

Linking sustainability with Brand perception and marketing performance 10; p.129. 

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Today, brands are powerful instruments of change. They are tightly connected with consumers all over the world and profoundly incorporated into their everyday life and choices they made. Consumers indicate with brands they love and strongly advocate the ideas that are embedded in their philosophy and image. Consequently, companies that own successf...

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... friendly materials, reduction of paper usage and carbon emissions 46, creating public awareness and actions toward waste reduction 47 and educating people about sustainable products benefits 48 all together increase company strategy visibility and the chances for buying environmentally-friendly brands. Various sustainable marketing activities that can improve and strengthen brand image and marketing performance are presented in Figure 2. Moreover, marketing strategy must be allied with overall business strategy. ...

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