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Sustainability
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Sustainable Marketing Strategy and Brand Management
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Sustainable Marketing Strategy and Brand Management

A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Economic and Business Aspects of Sustainability".

Deadline for manuscript submissions: closed (30 April 2023) | Viewed by 16690

Special Issue Editors

Prof. Dr. Salah S. Hassan

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Chief Guest Editor
School of Business, The George Washington University, Washington, DC, USA
Interests: strategic brand management; global marketing strategy; marketing of new products and innovations
Dr. Dahlia El-Manstrly

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Associate Guest Editor
Management School, University of Sheffield, Sheffield, UK
Interests: service recovery and complaint management; international marketing in services; tourism services
Prof. Dr. Abeer A. Mahrous

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Associate Guest Editor
Business Administration Department, Faculty of Commerce, Cairo University, Giza, Egypt
Interests: digital marketing; branding; entrepreneurial marketing
Dr. Melika Husic-Mehmedovic

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Associate Guest Editor
School of Economics and Business, University of Sarajevo, Sarajevo 71000, Bosnia and Herzegovina
Interests: marketing management; advertising; luxury branding
Dr. Ahmed H. Tolba

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Associate Guest Editor
Department of Management School of Business, American University in Cairo, New Cairo‎, Egypt
Interests: brand equity; nation branding; social marketing; entrepreneurship

Special Issue Information

Dear Colleagues,

This pioneering Special Issue is being announced in the midst of an unprecedented period. With growing public attention and calls for accelerating sustainable solutions, countries and corporations alike are under pressure to address the world’s biggest challenges by developing strategies for responsible management to achieve economic vitality, both locally and globally. Hence, marketing research is now evolving to focus on how sustainable development, when properly managed, will provide a deeper understanding among customers, investors, and other key stakeholders. For sustainable development initiatives and programs to be impactful, it is essential to understand the key determinants of sustainability marketing. This Special Issue aims to advance new research frameworks on the analysis of key sustainability imperatives related to creating value, building sustainable brands, and investing in a better world to improve lives for all people.

Advancing scholarly work that integrates perspectives from marketing management, brand strategy, sustainability, economic development, innovations, entrepreneurship, and international business in ways that span disciplinary boundaries to create new frameworks that enhance understanding of the creation and capture of opportunities in support of the 2030 Sustainable Development Goals is the aim of this issue.

Research Tracks:

Track 1: Marketing Strategy Imperatives for Sustainability

Tracking research studies that address why the CMOs of organizations should be concerned about sustainability.

Track 2: Multi-stakeholders Research Perspectives on Sustainability Marketing

Identifying opportunities and challenges related to multi-stakeholders’ engagement in the formulation of effective marketing strategies.

Track 3: Sustainability as a Value Creation Strategy

Investigating methods for measuring and monitoring the value of sustainability to building purposeful brand leadership.

Track 4: Sustainable Consumption Behavior and branding strategies

Examining how sustainable organization strategies and sustainable consumer behavior affect branding strategies and help achieve SDGs.

Track 5: Integrating Sustainability Values into Brand Strategy

Determine how to integrate sustainability values into strategic brand management.

Track 6: Corporate Sustainability Marketing

Evaluating existing strategic frameworks, best-practices, and performance measures of corporate sustainability marketing strategies and applications.

Track 7: Sustainability and Country, City, Destination Branding

Investigating and projecting country/ city/ destination brand performers on key sustainability measures of commitment to peace, prosperity, and partnership of people for a better planet.

Track 8: The Sustainability of Services

Designing and developing socially responsible services to improve consumers’ wellbeing and service inclusion. Examining the theoretical and applied dimensions of sustainable service development in different sectors like tourism, travel, education, healthcare, etc.

Track 9: Sustainability and Robotics in Marketing

Examining the application of robotics and AI technologies in green consumption

Track 10: Sustainability Marketing Before, During, and After the Pandemic

Addressing market disruptions as a result of the unprecedented experience of COVID-19.

Prof. Dr. Salah S. Hassan
Dr. Dahlia El-Manstrly
Prof. Dr. Abeer A. Mahrous
Dr. Melika Husic-Mehmedovic
Dr. Ahmed H. Tolba
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • marketing strategy imperatives for sustainability
  • sustainability of services
  • sustainable tourism marketing
  • corporate sustainability marketing
  • brand strategy

Published Papers (4 papers)

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12 pages, 254 KiB  
Article
Characterizing Young Consumer Online Shopping Style: Indonesian Evidence
by Arief Helmi, Rita Komaladewi, Vita Sarasi and Ledy Yolanda
Sustainability 2023, 15(5), 3988; https://doi.org/10.3390/su15053988 - 22 Feb 2023
Cited by 6 | Viewed by 2714
Abstract
Young people make up the majority of online shoppers in Indonesia. The objectives of this study are to characterize the consumer decision-making styles of young internet users and to create a profile of their online shopping styles. A quantitative research approach was used [...] Read more.
Young people make up the majority of online shoppers in Indonesia. The objectives of this study are to characterize the consumer decision-making styles of young internet users and to create a profile of their online shopping styles. A quantitative research approach was used to accomplish the research objectives. The primary data for the study were gathered by sending questionnaires via social media to consumers from Generation Z and millennials who buy goods through e-commerce in Indonesia; 400 people responded. The survey questions were based on the consumer style inventory (CSI). Seven characteristics of Indonesian young consumers’ online shopping styles are identified through factor analysis. According to the findings of this study, young consumers have a hedonic online shopping style in which they prefer high-quality products, seek entertainment when shopping, and are impulsive. Young consumers are obsessed with novelty and branded goods. They frequently have difficulty selecting online stores and products, but they are loyal to specific stores and brands. This study fills the gap by providing a more detailed understanding of the online shopping styles, with the implications of considering shopping styles when promoting the products and designing the user interface and user experience of an e-commerce store. Full article
(This article belongs to the Special Issue Sustainable Marketing Strategy and Brand Management)
28 pages, 684 KiB  
Article
Does Sustainable Consumption Behaviour Influence Luxury Services Purchase Intention?
by Amélia Brandão and Carmo Cupertino de Miranda
Sustainability 2022, 14(13), 7906; https://doi.org/10.3390/su14137906 - 29 Jun 2022
Cited by 10 | Viewed by 5617
Abstract
The current study adds to the literature on the indirect and direct effect of sustainability in luxury services purchase intention. The agenda of researchers and professionals in the luxury industry is constantly changing, and not consensual in the literature, but sustainability has been [...] Read more.
The current study adds to the literature on the indirect and direct effect of sustainability in luxury services purchase intention. The agenda of researchers and professionals in the luxury industry is constantly changing, and not consensual in the literature, but sustainability has been playing an important role in society. Luxury services have also followed this trend, although studies are still quite limited. The aim of this study is to understand the role of sustainability in a luxury service in purchasing decision-making. The authors employed a quantitative method approach, conducting an online survey with 734 respondents, mainly in Europe, Brazil, and North America. The analysis of empirical research reveals that the bigger the consideration a luxury service has for sustainability, the greater the purchase intention of the consumer. The results confirm the role of hedonism, perceived value, high quality, status-gratification, social image, and perceived self-expression in the purchase intention decision, leading to an indirect and direct influence on the purchase intention. Furthermore, the findings demonstrate that sustainable consumption behaviour plays a mediating role in the decision-making when purchasing a luxury service. The study results provide practical guidance for service managers considering sustainability. Practical implications for driving the growth of sustainable consumption behaviour conclude this article. Full article
(This article belongs to the Special Issue Sustainable Marketing Strategy and Brand Management)
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17 pages, 1000 KiB  
Article
Ethical Marketing Model for Luxury Hotel Chains: Development and Validation of a Performance Evaluation Tool
by Vasco Santos and Nuno Almeida
Sustainability 2022, 14(12), 7382; https://doi.org/10.3390/su14127382 - 16 Jun 2022
Cited by 2 | Viewed by 2732
Abstract
The aim of this study is to develop a new performance evaluation tool that is stringently applied to the hotel chains, considering the associated ethical marketing dimensions to measure its proper strategic, tactical, and operational role and impact within hospitality marketing management plans, [...] Read more.
The aim of this study is to develop a new performance evaluation tool that is stringently applied to the hotel chains, considering the associated ethical marketing dimensions to measure its proper strategic, tactical, and operational role and impact within hospitality marketing management plans, campaigns, and strategies implemented. A Delphi technique was conducted as the selected research qualitative method, comprising three rounds. A total of 23 panel participants, such as directors and managers of marketing, e-commerce, sales, and branding, completed all three rounds. Two major areas of ethical marketing, internal and external, both divided into five dimensions, each with underlying items, were found to comprise the ethical marketing model for luxury hotel chains: (1) internal area of marketing (with five dimensions: integration, training, equal opportunities, performance evaluation, and smart policies) and (2) external area of marketing (with five dimensions: stakeholders, booking platforms and CRM, marketing plan, digital marketing campaigns, and social media platforms). The study concludes with useful insights and remarks. The generalisability of the results may be limited owning to the partial or not full applicability across all luxury hotel chains. The model still needs to be empirically applied in luxury hotel chains to enrich its robustness, covering a wider spread of four- and five-star luxury hotels. There is a growing potential for researchers, hotel decision makers, and marketing and sales managers and directors to achieve many advantages and benefits from the proposed model, supporting the efforts for ethical marketing theory and practice, such as hotel brand positioning strategies and formulation of more targeted and finely tuned ethical marketing strategies, tactics, and plans. This is the first study to develop and validate a performance evaluation tool of ethical marketing for luxury hotel chains. This pioneering approach extends the scope into ethical marketing because this model has never been used in this area. Full article
(This article belongs to the Special Issue Sustainable Marketing Strategy and Brand Management)
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14 pages, 1833 KiB  
Brief Report
Online Platform Customer Shopping Repurchase Behavior Analysis
by Chong Ji, Wenhui Zhao, Hui Wang and Puyu Yuan
Sustainability 2022, 14(14), 8714; https://doi.org/10.3390/su14148714 - 16 Jul 2022
Cited by 1 | Viewed by 2314
Abstract
With the rapid development of the world economy and the progress of modern science and technology, e-commerce has gradually spread to the public. For the online shopping platform, the number of online stores has increased rapidly, especially so in recent years. Mastering the [...] Read more.
With the rapid development of the world economy and the progress of modern science and technology, e-commerce has gradually spread to the public. For the online shopping platform, the number of online stores has increased rapidly, especially so in recent years. Mastering the rules of customers’ shopping behavior will help the stores to stand out amidst such a fiercely competitive environment. Taking the cosmetics industry in online shopping as an example, this paper studies the purchase behavior of online platform customers. Through the analysis of order data, it is found that the number of customers’ repurchase times and the corresponding number of people conform to the law of power-law distribution. On this basis, the customer attributes of repurchase behavior are analyzed and demonstrated, and the influences of different factors, such as region, postage, and usage of clients, on the customer repurchase rate and the relationship between the number of orders and the number of days between repurchase are revealed. The analysis results can provide better sustainable operation decision support for online platform operators and improve the overall repurchase rate and benefits of stores. Full article
(This article belongs to the Special Issue Sustainable Marketing Strategy and Brand Management)
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