Sustainable Branding: Ethical, Social, and Environmental Cases and Perspectives

by Pantea Foroudi (Editor), Maria Palazzo (Editor)

Overview

A sustainable brand should integrate environmental, social, economic and issues into its business operations. Sustainable Branding considers how broader perspectives on sustainability and corporate social responsibility can be applied to the practicalities of brand management.

By addressing a range of perspectives and their application to branding, the authors go beyond sustainable branding to question the role brands play in a wider sustainable society. Structured around three core parts – People, Planet and Prosperity - contributions from experts in the field consider the human dimensions of environmental change, identity and reputation, technology and innovation, waste management, public and brand engagement, environmental ecosystems and the circular economy. Combining theoretical insight and empirical research with practical application, each chapter includes real-life international cases and reflective questions to allow discussion, best-practice examples and actionable suggestions on how to implement sustainable branding activities.

This book is perfect for academics, postgraduate and final-year undergraduate students in sustainable branding, sustainable business, corporate social responsibility, brand management and communications. It provides a comprehensive treatment of the nature of relationships between environmental, economic, social, companies, brands, and stakeholders in different areas and regions of the world.

Product Details

ISBN-13:	9780367428822
Publisher:	Taylor & Francis
Publication date:	01/29/2021
Pages:	388
Product dimensions:	6.88(w) x 9.69(h) x (d)

About the Author

Pantea Foroudi is Business Manager and Solution Architect at Foroudi Consultancy as well as member of the Marketing, Branding, and Tourism, Middlesex University, London.

Maria Palazzo is a research fellow at the Department of Political and Communication Studies, University of Salerno (Italy), an adjunct professor at Universitas Mercatorum (Italy) and a member of the Sustainability Communication Centre (SCC).

Table of Contents

List of contributors viii

Introduction to contemporary issues in sustainable branding: ethical, social, and environmental perspectives Pantea Foroudi Maria Palazzo 1

Part I People 9

1 Place heritage and CSR: synergies between cultural tourism and corporate branding Angela Bargenda 11

2 Let's go green - planet, people, product, packaging, pricing, and promotion (6Ps) Awele Achi Ogechi Adeola Vanessa Burgal 24

3 Branding for social marketing: keys for success Luis Doña Toledo Lucia Porcu Juan Miguel Rey Pino Maria Palazzo 38

4 Sustainable brand management: goodwill as a tool to quantify brand value from the perspective of stakeholders Ivana Podhorska Wlodzimierz Sroka Jana Majerova 55

5 Place, branding, and smart growth Oluwayemisi Olomo Kehinde Mokwenyei Olutayo Otubanjo Ogechi Adeola 78

6 Corporate social responsibility and employee volunteerism: a broad overview of CSR through volunteerism Sudeepta Pradhan Makhmoor Bashir Sanjit Roy Bang Nguyen 99

Part II Planet 113

7 Climate change, environmental auditing, and corporate/brand strategy Maria Teresa Cuomo Rosa Maria Caprino Cinzia Genovino Debora Torxora 115

8 Analyzing the scientific evolution of sustainable technology research in Business and Management Science Morteza Akbari Rahime Zaman Fashami Maryam Khodayari 128

9 Waste to Wealth (W2W): the need for a social enterprise approach to turn waste into wealth David Luigi Fuschi Alireza Nazarian Pantea Foroudi 158

10 Life cycle thinking and the circular economy Octavio Ibarra Maria Carolina Ovalle Maria Palazzo 216

11 Transition to a low carbon economy: opportunities and challenges S. Asieh H. Tabaghdehi 231

12 Global political ecology Francisco J. Montoro Ríos 240

Part III Prosperity 255

13 Multicultural identity: developing a comprehensive understanding of multicultural identity, its aspects and influence on business adaptability and sustainable brands Maria Jerez-Jerez 257

14 The unexpected players in branding and advertising: advertising shakeout, traditional folk media, and influencer marketing Nastaran Norouzi Richards-Carpenter Kelly Tafoya 274

15 Exploring value co-creation concept: a bibliometric analysis of 20 years of research and theory Yousef Alqayed Pantea Foroudi Kaoather Kooli Mohammad Foroudi Maria Autonella Ferri 291

16 Sustainability and social innovation: in the case of Covid-19 pandemic Sadaf Sartipi Pantea Foroudi Maria Palazzo Mahmoud Ahmadpour Daryani 310

17 Sustainable branding in healthcare within Generation Z in a developing economy Durga Vellore-Nagarajan Constantinos-Vasilios Priporas Mark McPherson 324

18 The market reaction to unexpected earnings via discretionary accruals and sustainability reporting Javad Izadi Z.D. Maria Palazzo Alfonso Siano 344

Index 363

Editorial Reviews

"Contemporary Issues in Sustainable Branding: Ethical, Social, and Environmental Perspectives offers interesting and illuminating insights into sustainable brands and communications in the second decade of the 21^st century. It is useful for brand managements, communications practitioners and postgraduate students. Sustainable brands still can be somewhat of an enigma to non-marketers, consumers love them, and company reputations and images can be built around them. The book tackles original research questions, and addresses these well, providing plural solutions using the integrated perspective. Well worth reading."

-Philip Kitchen, Professor of Marketing at Salford, University Business School

"Contemporary Issues in Sustainable Branding: Ethical, Social, and Environmental Perspectives" does what it states on the cover. To managers it engages the power of sustainable branding to stimulate new target markets. To those studying branding it is a highly informative book covering concepts and applications with a diversity of examples and cases."

-Len Tiu Wright, Professor and Editor-in-Chief at Cogent OA Business & Management

 

"An very significant contribution to a rapidly growing field, valuing its diversity and at the same time making important inroads into clarifying some key concepts. "

-Jillian Farquhar, Professor in Management,Solent University

 

"The authors present Contemporary Issues in Sustainable Branding: Ethical, Social, and Environmental Perspectives. The topic has long been of interest to marketing practitioners and academics but now takes on a new importance. This book is an excellent contribution to contemporary thinking. I strongly recommend it to all who want to know more about Sustainable Branding following Ethical, Social, and Environmental Perspectives."

-Charles Dennis, Professor of Consumer Behaviour, Departmental Research Leader, Middlesex University London

"Sustainable Branding: Ethical, Social, and Environmental Perspectives offers interesting and illuminating insights into sustainable brands and communications in the second decade of the 21^st century. It is useful for brand managements, communications practitioners and postgraduate students. Sustainable brands still can be somewhat of an enigma to non-marketers, consumers love them, and company reputations and images can be built around them. The book tackles original research questions, and addresses these well, providing plural solutions using the integrated perspective. Well worth reading."

Philip Kitchen, Professor of Marketing at Salford University Business School, UK

"Sustainable Branding: Ethical, Social, and Environmental Perspectives does what it states on the cover. To managers it engages the power of sustainable branding to stimulate new target markets. To those studying branding it is a highly informative book covering concepts and applications with a diversity of examples and cases."

Len Tiu Wright, Professor and Editor-in-Chief at Cogent OA Business & Management

 

"An very significant contribution to a rapidly growing field, valuing its diversity and at the same time making important inroads into clarifying some key concepts. "

Jillian Farquhar, Professor in Management, Solent University, UK

 

"The topic has long been of interest to marketing practitioners and academics but now takes on a new importance. This book is an excellent contribution to contemporary thinking. I strongly recommend it"

Charles Dennis, Professor of Consumer Behaviour, Departmental Research Leader, Middlesex University London, UK

From the Publisher