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Sustainable Branding
Ethical, Social, and Environmental Cases and Perspectives




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ISBN 9780367428822
December 30, 2020 Forthcoming by Routledge
328 Pages 36 B/W Illustrations

 
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Book Description

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.

Table of Contents

Introduction

Pantea Foroudi and Maria Palazzo

PART I: PEOPLE

1. Place Heritage and CSRSynergies between cultural tourism and corporate branding

Angela Bargenda

2. Let’s Go Green - Planet, People, Product, Packaging, Pricing, and Promotion (6Ps)

Awele Achi, Ogechi Adeola and Vanessa Burgal

3. Branding for social marketing: Keys for success

Luis Doña Toledo, Juan Miguel Rey Pino, Lucia Porcu and Maria Palazzo

4. Sustainable brand management: Goodwill as a tool to quantify brand value from the perspective of stakeholders

Ivana Podhorska, Wlodzimierz Sroka and Jana Majerova

5. Place, branding and smart growth

Oluwayemisi Olomo, Kehinde Mokwenyei, Olutayo Otubanj, and Ogechi Adeola

6. Corporate Social Responsibility and Employee Volunteerism: A Broad Overview

CSR through Volunteerism

Sudeepta Pradhan, Makhmoor Bashir Dar, Sanjit Roy and Bang Nguyen

PART II: PLANET

7. Climate Change, environmental auditing, and corporate/brand strategy

Maria Teresa Cuomo, Rosa Maria Caprino, Cinzia Genovino and Debora Tortora

8. Analyzing the Scientific Evolution of Sustainable Technology Research in Business and Management Science

Morteza Akbari, Rahime Zaman Fashami and Maryam Khodayari

9. Waste to Wealth (W2W): The need for a social enterprise approach to turn Waste into Wealth

David Luigi Fuschi, Alireza Nazarian and Pantea Foroudi

10. Life cycle thinking and the circular economy

Octavio Ibarra, Maria Carolina Ovalle and Maria Palazzo

11. Transition to a Low Carbon Economy: Opportunities and Challenges

Seyedeh Asieh H. Tabaghdehi

 

12. Global Political Ecology

Francisco J. Montoro Ríos

 

 

 

 

PART III: PROSPERITY

13. Multicultural Identity: Developing comprehensive understanding of multicultural identity, its aspects and influence on business adaptability and sustainable brand.

Maria Jerez-Jerez

14. The unexpected players in Branding and Advertising Shakeout, Traditional Folk Media and Influencer Marketing.

Nastaran Norouzi Richards-Carpenter and Kelly Tafoya

15. Exploring Value Co-creation Concept: A Bibliometric Analysis of 20 Years of Research and Theory

Yousef Alqayed, Kaouther Kooli, Pantea Foroudi and Maria Palazzo

16. Sustainability and social innovation: In the case of Covid-19 pandemic

Sadaf Sartipi, Pantea Foroudi, Maria Palazzo and Mahmoud Ahmadpour Daryani

17. Sustainable Branding in Healthcare within Generation Z in a Developing Economy

Durga Vellore-Nagarajan, Constantinos-Vasilios Priporas and Mark McPherson

18. The Market Reaction to Unexpected Earnings via Discretionary Accruals and Sustainability Reporting

Javad Izadi Z.D. and Maria Palazzo

...
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Editor(s)

Biography

Pantea Foroudi is Business Manager and Solution Architect at Foroudi Consultancy and Senior Lecturer in Branding, Middlesex University London, UK. Maria Palazzo is a Research Fellow at the Department of Political, Social and Communication Studies (DSPSC), University of Salerno, Italy.

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 21st 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