Toward a Sustainability Brand Model: An Integrative Review
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Issued Date
2023-03-01
Resource Type
eISSN
20711050
Scopus ID
2-s2.0-85151127443
Journal Title
Sustainability (Switzerland)
Volume
15
Issue
6
Rights Holder(s)
SCOPUS
Bibliographic Citation
Sustainability (Switzerland) Vol.15 No.6 (2023)
Suggested Citation
Winit W., Kantabutra S., Kantabutra S. Toward a Sustainability Brand Model: An Integrative Review. Sustainability (Switzerland) Vol.15 No.6 (2023). doi:10.3390/su15065212 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/81551
Title
Toward a Sustainability Brand Model: An Integrative Review
Author(s)
Author's Affiliation
Other Contributor(s)
Abstract
Stakeholder-based brand is increasingly recognized as a measure for corporate sustainability, although the knowledge in this area is relatively unknown. Through a systematic review approach, the present study explores the global knowledge base on sustainability and brand. The most influential authors and documents are identified, followed by a discovery of the intellectual structure of the sustainability and brand knowledge base with five schools of thought. First, the Customer Attitudes and Behavior school refers to behavioral studies (one of the common approaches in sustainability studies). Second, the Tourism Marketing school represents the popular context of sustainability studies that mainly relates to hospitality, destination marketing, and fashion brand management. Third, the Brand Strategy school refers to corporate strategy concerning brand that is widely used to measure corporate sustainability performance such as brand equity. Fourth, the Societal Marketing school provides insights into the marketing strategy that leads a firm to achieve competitive advantages under concerns about finite resources and rising environmental and social costs. Finally, the Advanced Quantitative Analysis school reveals an approach that is mainly used when conducting sustainable marketing studies. A model on sustainability brand is then derived, adopting the grounded theory approach. Future research opportunities are also identified and discussed to continuously advance the scholarship in this specific area.