Sustainability and branding: An integrated perspective ☆
Abstract
null null Sustainability is increasingly drawing the attention of scholars, policy makers, and companies, as the latter are recognizing the necessity and opportunities of implementing sustainable practices in their operations. Marketing plays a substantial role in both applying such initiatives and promoting them, which can be greatly supported through brands. We suggest that firms can use their brands to promote the value of sustainability to...
Paper Details
Title
Sustainability and branding: An integrated perspective ☆
Published Date
Jan 1, 2014
Volume
43
Issue
1
Pages
6 - 15
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