Cultural Integrity And Consumer Psychology: Ethical Positioning When Brand Values Meet Indigenous
Brands increasingly incorporate cultural symbols and traditional knowledge into products, often without permission or benefit-sharing, raising ethical concerns about cultural appropriation. This Read More »
Competing Assessments Of Market-driven, Sustainability-centered, And Stakeholder-focused Approaches
For over two decades, marketing strategy has centered on the importance of being primarily market-driven to achieve superior customer-brand relationships and firm performance. However, changes in the Read More »
Author: Jeannette A. Mena, G. Tomas M. Hult, O.C. Ferrell, Yufei Zhang
Contributor: eb™ Research Team
Building Brands For A Sustainable Future: Integrating Strategy, Consumer Response And Ethical
Aims: This review aims to explore how sustainable branding contributes to long-term brand equity through the integration of strategic positioning, consumer emotional engagement, and ethical Read More »
The Role Of Social Responsibility As A Mediating Variable In The Relationship Between Corporate
The study aimed to: identify the role of corporate social responsibility as a mediating variable in the relationship between corporate ethics and consumer brand loyalty. A field study was conducted Read More »
Determining Effective Sustainable Fashion Communication Strategies
This chapter investigates the current techniques employed by upcycled and sustainable fashion brands to communicate the features and benefits of their products, as well as their benefits to consumers Read More »
Author: Sara Li-Chou Han, Claudia E. Henninger, Phoebe Apeagyei, David Tyler
Contributor: eb™ Research Team