Chapter2024

The Resilient Brand Management Framework as a Responsive Business Strategy in the Industry 4.0 Era

Asik Rahaman Jamader · S. Dasgupta · Govind Baibhaw

6 citations0/0 files storedAdvances in social networking and online communities book series

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Corporate Identity and Reputation

Abstract

The analysis suggests that the application of the sustainability concept underpinning the framework of resilient branding (FRB) has a significant impact on business in contemporary markets, which is supported by the authors' prior narrative, examination, and systematic reflections. The study's practical application is to combine sustainable marketing to improve performance with the psychological capital theory, which emphasizes fostering optimism and personality where the system dynamic model for resilient branding and sigmoid action resilience of brand equity by Heise is used for better results. Future research should consider the suggested theories as worthwhile topics.

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2011The role of social identity and attitudes toward sustainability brands in buying behaviors for organic products 2017Brand Strategies in the Era of Sustainability 2019Sustainability countenance in brand equity: a critical review and future research directions 2020Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable Brand 2023Types of Consumer-Brand Relationships: A systematic review and future research agenda 2003How to generate sustainable brand value from responsibility 2003Managing Brand in the New Stakeholder Environment 2013Sustainable brand-based innovation: The role of corporate brands in driving sustainable innovation

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