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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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Context 1
... 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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Providing deep and memorable experience to the consumers-in various manners and through all channels possible-is undoubtedly amongst the key factors for success in contemporary markets. Moreover, companies need to consider the trends of gamification, person-alization, eco-living as well as the extremely short life-cycle of their products. In this c...
Purpose
This paper aims to explore brand rhythm in a lyrical analysis. It aims to provide insights into the appropriation of temporal meaning in material, collective and individual contexts.
Design/methodology/approach
The design offers a structured advance in lyrical qualitative research and the complementary third alternative to story and drama...
Citations
... Several studies have demonstrated that brands significantly influence companies' marketing strategies. Notably, Czinkota et al. (2014), Grubor & Milovanov (2017), and Gupta & Kumar (2013) have all observed a strengthening association between sustainability and branding. Cawsey & Rowley (2016) and Leek & Christodoulides (2011) assert that branding in the B2B sector poses distinctive obstacles, such as the requirement for enduring relationships and a greater level of knowledge and expertise. ...
Committing to sustainability in all its dimensions is crucial in port operations. This commitment enhances stakeholder perceptions and supports branding efforts that integrate sustainability strategies. Sustainable branding is increasingly critical for all industries seeking a competitive advantage in global trade; thus, this research aims to construct a comprehensive framework for sustainable branding in ports, utilizing strategic sustainability principles. Sustainable branding extends beyond the advantages of day-to-day operations and integrates sustainability into the brand's core identity and stakeholder interactions. The study examined the intricacies of sustainable branding practices using a qualitative, exploratory approach and grounded theory methodology. This study investigates the mechanisms behind sustainable branding through interviews with twenty-six experts in the port sector. These experts were selected using purposive sampling based on their extensive knowledge of branding and sustainability. Ultimately, the research results in a theory that defines pragmatic sustainable branding as a reciprocal relationship, where sustainability acts as a fundamental basis, and branding initiatives are propelled forward. This theory provides insight into how ports can strategically utilize sustainable branding and adds to the broader discussion on sustainable port management.
... Consumers play a pivotal role in shaping sustainability marketing strategies, as they are the primary drivers behind these approaches [29]. Guided by sustainability communication, consumers now demand not only high-quality products but also expect brands to engage in sustainable practices [30,31]. Companies need to adopt an ecosystem mindset and collaborate with various stakeholders to deliver sustainably compelling value to customers [32]. ...
Artificial Intelligence (AI) is not only revolutionizing digital marketing through personalized customer experiences and optimized advertising strategies, but it is also contributing to sustainability initiatives. As AI reshapes digital marketing, its impact on sustainability is becoming increasingly significant. This dynamic highlights the necessity of exploring how AI can be utilized to foster more sustainable marketing practices. This study seeks to answer the pivotal question: “How does AI impact the sustainability of digital marketing?” A systematic literature review was conducted in this study, following the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) framework to identify various relevant articles in the areas of sustainability and marketing. Furthermore, this study examines the crucial role of AI in enhancing sustainable business practices, highlighting a significant increase in adoption among enterprises. The findings demonstrate that the effective integration of AI into digital marketing enhances environmental sustainability, supports the attainment of economic sustainability objectives, and contributes positively to social sustainability outcomes. This study contributes to the field by providing a comprehensive analysis of the intersection between AI and sustainable marketing practices and offers valuable insights for marketers, businesses, and policymakers.
... ~ 141 ~ genuine sustainable practices in order to truly appeal to their environmental senses. Grubor & Milovanov (2017) [8] highlighted how sustainability plays a key part in branding theory and practice, and provide techniques for successfully integrating green values into brand management, with a focus on the brand equity construct, based on the findings of relevant research and analysis. In the future, one of the key prerequisites for a successful business will be understanding customers, making corporate procedures and branding green, and encouraging a wide audience to embrace sustainable behavior. ...
... Therefore, technology will gradually become a key lever of change in this century and, as such, it will make sense that all technology requires systematic management, which will enable companies to keep abreast of technological advances and ensure their competitiveness (Swanepoel, Du Toit and Van Brakel, 2001). We have witnessed that some brands have gradually positioned their products in markets that are becoming more competitive every day and, in parallel, new technologies have shown dizzying advances, which have allowed the creation, precisely, of new consumer markets (Grubor and Milovanov, 2017). With the emergence of the Internet, our life underwent more than evident changes, however, it has been the new technologies, which making use of the Internet, which currently allow us to have a more comfortable, pleasant, and safe life. ...
The new information technologies (IT) have not been ignored by large and medium-sized companies to make their products better known. This context has allowed, in turn, some companies to decide to introduce new marketing strategies, based on information from new technologies, to better position their products in the market. In this dynamic, augmented reality is a new technology that allows virtual reality to be added to a real physical environment, making it a novel tool for discovering new uses, forms, and consumption habits. AR aims to surprise the customer and get their full attention and interest and, based on all the information provided -which they have already visualized through an App via a mobile phone- of a product, it seeks to awaken the consumer's desire to buy it. This approach, undoubtedly, generates new uses of IT to know customer satisfaction that very few companies currently use or know about, since they assume that its cost is high, which is not necessarily the case.
... The brand image reflects value perceptions regarding an organization's qualities and trust, shaping consumer attitudes toward brands, products, and services, thereby influencing behavioral intentions (Romaniuk & Nenycz-Thiel, 2013). The pivotal role of the brand image extends to perceived service quality, revisiting intentions, and sustainable marketing practices within the scholarly discourse (Huei et al., 2014;Grubor & Milovanov, 2017). ...
This conceptual paper contributes to the academic literature by elucidating the interplay between brand image dimensions, service recovery strategies, customer satisfaction, and word-of-mouth communication and revisiting intentions in the context of private hospitals in Thailand. The findings of this study provide a foundation for future research endeavors by offering insights into the potential moderating role of emotional intelligence in shaping service recovery outcomes. Moreover, the alignment of our results with theoretical frameworks such as Expectancy-Confirmation Theory (ECT) and Social Exchange Theory (SET) suggests avenues for exploring similar phenomena in different industries. Practically, our findings offer actionable implications for private hospitals to enhance customer retention by strategically managing brand image LIFE: International Journal of Health and Life-Sciences ISSN 2454-5872 2 dimensions and incorporating emotional intelligence considerations into service recovery efforts. Future research could delve deeper into the nuanced dynamics of these relationships across diverse cultural and organizational contexts, thereby enriching our understanding and offering practical guidelines for service-oriented businesses globally."
... Likewise, Grubor & Milovanov (2017) mention that the brand is a unique blend of functionality and emotion perceived by consumers as an additional value, a unique experience, and a promise fulfilled. It has a symbolic value different from everything available and can represent interests beyond the brand itself, giving rise to the concept of a love mark. ...
Objective. The contribution of brand image to consumer behavior is explored, since, in the business world, the impact of reputation on consumers with respect to the company's brand can determine the success or decline of an organization. Methodology. The approach is based on a solid qualitative documentary analysis. The PRISMA methodology is applied. Which involves an exhaustive search of the relevant literature, followed by the evaluation of the sources for the development of the work. Results and Discussion. Twenty-two articles published in high impact journals were obtained. Multiple interpretations and considerations on the concept of consumer behavior, as well as brand image, stand out. However, a common conception of consumer behavior refers to the perception of habits, lifestyles, attitudes and practices. Implications of the research. The implications of this research suggest that, despite the diversity of perspectives on consumer behavior, there is a general consensus that this concept relates to the perception of habits, lifestyles, attitudes and practices. Originality/value: The study does not limit itself to a single definition, but explores the various interpretations and considerations of the concept, revealing the complexity and richness of the field. The lack of a single definition of the concept implies the need for further research to delimit and deepen the understanding of consumer behavior in different contexts.
... The concept is rooted in the Balinese philosophy of harmony between humans, nature and divinity, demanding a holistic and sustainable approach in every design aspect. In this global era, sustainability is the main focus (Grubor & Milovanov, 2017;Mardatillah et al., 2019). The application of THK in packaging design promises to be a breakthrough that integrates cultural values with modern ecological principles. ...
The local culinary industry has great potential to attract tourists, but is often hampered by a lack of attractive packaging and effective marketing strategies. This research aims to find out how THK-based packaging design can influence consumer perceptions and purchasing decisions regarding tourism products in Bali and the challenges faced in implementing THK-based packaging. The research uses qualitative methods to gain an in-depth understanding of how the Tri Hita Karana (THK) principles can be integrated into tourism products and how this influences the tourist experience. In-depth interviews can be conducted with relevant stakeholders, such as tourism product developers, marketers and tourists. Through interviews, researchers can understand their perceptions and experiences regarding the implementation and impact of THK in tourism products. In this research, an ethnographic study was also carried out, which involved participatory observation at Bali tourist locations, which will help researchers gain insight into daily interactions between tourists, local communities and the environment. This method is useful for seeing directly how THK principles are integrated into daily practice and how this influences the tourist experience. Through this method, several Balinese culinary product designs were discovered, in the form of food and drinks that combine the Tri Hita Karana (THK) principles. The Packaging of Culinary products in the form of food and drinks sold around tourist attractions and souvenir shops not only offer uniqueness, but also imbue tourists with values rooted in Balinese culture.
... Therefore, they need to adopt strategies that lead to a suitable competitive position in the market. Sustainable marketing can be considered an important activity in the field of branding for this industry [14]. According to research conducted by MIT in 2018 and data from the Natural Marketing Institute's report, "Sustainability at a Tipping Point," a significant shift in consumer preferences and corporate priorities has occurred. ...
Marketing is an effective method for understanding the market, identifying competitors, and adopting market policies. One of the best strategies currently used for advancement in various fields of work, including the automotive industry, is the sustainable marketing strategy approach. Given the intense competition and opportunities and threats in the automotive industry, adopting sustainable marketing strategies can help with branding and gaining a competitive position. This research focuses on a sustainable marketing strategy based on product perceived value, to attract customer loyalty to the brand. In the automotive industry, product perceived value is measured by customers, and based on that, an appropriate marketing strategy is determined to attract and retain customers. Using the research background, 12 strategies were extracted to determine the weight and importance of marketing strategies and then evaluate their impact and scenario planning. Then, using the multi-criteria decision-making method Rough BWM, the weights and rankings of the strategies were determined, and the top rankings were entered into the FCM method for scenario planning. The results showed that the three main strategies, including focusing on product quality and superior value (S1), excellent customer experience (S3), and meaningful branding (S2), account for about 50 percent of the total importance. These three strategies help Tesla gain a competitive advantage, attract new customers, and increase market share in the highly competitive electric vehicle market. It also helps retain current customers and encourages repurchases. Overall, Tesla aims to be recognized as a leading brand in the industry by offering high-quality products, excellent experiences, and a strong brand image
... Concretando con el concepto de sostenibilidad ambiental, Kotler (2011), Kumar y Christodoulopoulou (2014), así como Grubor y Milovanov (2017), explican que integrar los valores de la sostenibilidad ambiental en el diseño de la marca no solo implica comunicarlos a partir de anuncios, packaging de producto u otros materiales promocionales, sino que requiere un cambio en los procesos y las actitudes de la compañía. ...
Este artículo analiza la RSC del Real Betis y el Sevilla FC y la percepción que tienen sus aficionados de ella. Se despliegan cinco entrevistas en profundidad a directivos de ambos clubes y una encuesta no probabilística contestada por 105 aficionados béticos y 105 de sevillistas. Los resultados de esta investigación muestran que, mientras el Betis plantea una RSC de carácter medioambiental, que se vehicula a través del programa Forever Green, en el Sevilla FC es de tipo social. Los aficionados asumen los planteamientos de los clubes, que se pueden definir como posibles “agentes de cambio” en su comunidad, aunque se detectan posibles mejoras en los procesos de comunicación.
... While prior research has highlighted the significance of sustainability in consumers' brand evaluations and modern brand management concepts (Armstrong and Practice, 2011), the relationship between a company's sustainability initiatives and its customers' perceptions and brand evaluations has remained somewhat elusive. While some studies have attempted to explain this association through theoretical frameworks such as signaling theory and attitude-behavior theory (Liao et al., 2020;Rahman et al., 2020), a comprehensive understanding of how sustainability measures affect customers' views of brands has been lacking (Grubor and Milovanov, 2017). Our study addresses this gap by highlighting that sustainability initiatives may not uniformly yield desired brand attitudes across all customer bases. ...
Purpose
This study aims to investigate the conditional relationships among sustainability implementation, brand awareness, brand attitude and brand loyalty through the lens of transformative service research (TSR). The research also aims to explain how brand loyalty moderates the mediated effect of brand awareness and attitude in the context of social and environmental sustainability initiatives.
Design/methodology/approach
Using both primary and secondary data sources from 31 prominent service companies and their 6,891 customers, this paper investigates the impact of sustainability practices and brand awareness on customer attitude. The paper also examines the moderated mediation effect of brand loyalty, explaining how it alters brand attitudes in the context of sustainability implementation. Finally, the study conducts a comparative analysis of how environmental and social shape brand attitudes in loyal customers.
Findings
Sustainability implementation has a negative impact on both brand awareness and customer attitude. However, this negative influence is mitigated for highly brand-loyal customers, resulting in a positive brand attitude. Further, the comparative analysis reveals that social implementation positively influences brand attitude in high-loyalty contexts.
Research limitations/implications
This research uses subjective judgments of researchers regarding companies’ sustainability practices, combining them with customer attitudes gathered through survey questionnaires. Additionally, the data set comprises data from 31 large service companies, potentially limiting the generalizability of findings to large service companies. Nevertheless, this paper extends TSR into the realm of sustainability and branding.
Practical implications
The positive outcomes of sustainability implementation practices are most pronounced when customer loyalty toward a brand is strong. Social implementation has a more potent effect on brand attitude, particularly among loyal customers. Companies can tailor their sustainability efforts more effectively.
Originality/value
With the lens of TSR, this research deepens our understanding of how sustainability affects consumer psychology but also offers a methodological advancement by using advanced statistical models and a variety of data sources. The distinctiveness of this research is also highlighted in the examination of how environmental and social sustainability initiatives influence brand attitude, especially among customers who exhibit strong brand loyalty.
