Article2024

Mapping the sustainability branding field: emerging trends and future directions

Jorge Nascimento · Sandra María Correia Loureiro

69 citations0/0 files storedJournal of Product & Brand Management

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Environmental Sustainability in Business Sustainable Supply Chain Management Corporate Social Responsibility and Sustainability

Abstract

Purpose This study aims to offer the intellectual structure and dynamics of the sustainability branding field, involving the identification of influential authors and journals, current and emerging themes, theories, methods, contexts and future research directions. Design/methodology/approach The study conducted a bibliometric approach of 1,509 articles retrieved from Scopus to analyze the evolution of the knowledge of sustainability branding and suggest future research. The analysis used various methods such as performance analysis, keyword analysis, cluster analysis and bibliographic coupling. Findings The topics of corporate image, philanthropy and stakeholder pressures were core in the foundation phase. Then rose the topics of sustainable development goals and global supply chains. Green marketing and the new paradigms of circularity, ethical consumerism and hyperconnected societies emerged more recently. Six thematic clusters represent the field’s knowledge structure: (1) corporate branding and reputation, (2) sustainable business development, (3) sustainable branding and ethical consumption, (4) corporate social responsibility, (5) brand equity and green marketing and (6) sustainability branding in hospitality and tourism. Practical implications This paper provides readers with an overview of sustainability branding core themes, key contributions and challenges, which can be used as a toolkit for brand management studies and practice. Originality/value The study’s uniqueness lies in bibliometric analysis (combined with network analysis and science mapping techniques) of the sustainability branding field from the identification and evolution of the thematic clusters to propose future research directions.

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References

2021How to conduct a bibliometric analysis: An overview and guidelines 2005The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands 2017Citation-based clustering of publications using CitNetExplorer and VOSviewer 2009The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust 2004Corporate social responsibility and consumers' attributions and brand evaluations in a product–harm crisis 2022Guidelines for advancing theory and practice through bibliometric research 2004Getting to the Bottom of “Triple Bottom Line”2014Brand authenticity: An integrative framework and measurement scale

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