Articlegold2020

Sustainable Brand Management of Alimentary Goods

Jana Majerová · Włodzimierz Sroka · Anna Křižanová · Ľubica Gajanová · George Lăzăroiu · Margaréta Nadányiová

54 citations0/0 files storedSustainability

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Environmental Sustainability in Business

Abstract

Sustainability of food production and consumption has become one of the most discussed topics of sustainable development in global context. Thus, traditional managerial patterns have to be revised according to the social request. The revisions that have been done so far are based on relevant specifics of production and have mostly general character. Moreover, traditional managerial postulates do not change; only their way of implementation is modified. These two facts are possible reason of the practical fails in sustainable management of alimentary goods. One of these traditional managerial concepts is brand. Within this context, it has been considered as a facilitator of CSR (corporate social responsibility) activities. But the situation has changed, and the suspicion that brand loyalty is not a facilitator but an obstacle to the sustainable management is high. Thus, the importance of research of brand loyalty in scope of sustainable management of alimentary goods is indisputable. According to the above mentioned, the main goal of the contribution is to identify relevant brand value sources of loyalty in scope of sustainable brand management of alimentary goods. To achieve this, the factor analysis has been applied to provide statistical evaluation of data obtained from our own questionnaire survey. We have found out that components of brand value sources do not vary when comparing brands and those without loyal consumers. Based on this, appropriate recommendations for the theory and practice of sustainable brand management of alimentary goods have been formulated.

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References

2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 2003Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies 2004Doing Better at Doing Good: When, Why, and How Consumers Respond to Corporate Social Initiatives 2005Influence of Corporate Social Responsibility on Loyalty and Valuation of Services 2013How CSR Leads to Corporate Brand Equity: Mediating Mechanisms of Corporate Brand Credibility and Reputation 2018Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops 2015A Scale for Measuring Consumer Perceptions of Corporate Social Responsibility Following the Sustainable Development Paradigm 2012Generating global brand equity through corporate social responsibility to key stakeholders

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