Sustainable Branding: Pantea Foroudi Is Business Manager and Solution Architect at Foroudi Consultancy As
Sustainable Branding: Pantea Foroudi Is Business Manager and Solution Architect at Foroudi Consultancy As
Sustainable Branding: Pantea Foroudi Is Business Manager and Solution Architect at Foroudi Consultancy As
A sustainable brand should integrate environmental, social, and economic 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 man-
agement and communications. It provides a comprehensive treatment of the nature of rela-
tionships between environmental, economic, social, companies, brands and stakeholders in
different areas and regions of the world.
“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
“A 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
SUSTAINABLE BRANDING
Ethical, Social, and Environmental
Cases and Perspectives
Introduction to contemporary issues in sustainable branding: ethical,
social, and environmental perspectives 1
Pantea Foroudi and Maria Palazzo
PART I
People 9
PART II
Planet 113
PART III
Prosperity 255
Index 363
CONTRIBUTORS
Awele Achi is PhD candidate in the Department of Strategy and Marketing at The Open
University Business School, Milton Keynes, UK. Prior to this, Awele held a scholarly re-
search position at Lagos Business School, Lagos, Nigeria. His research interests lie in the areas
of marketing strategy, brand management, social entrepreneurship, and research methods.
Ogechi Adeola (PhD) is Associate Professor of Marketing and academic director of the Sales
and Marketing Academy at the Lagos Business School, Pan-Atlantic University, N igeria.
She holds a doctorate in business administration from Manchester Business School, UK. She
is a 2016 Visiting International Fellow, Open University Business School, UK, and a 2017
Paul R. Lawrence Fellow, USA. She has published academic papers in top peer-reviewed
journals. Her co-authored papers won Best Paper Awards at international conferences in
2016–2019, consecutively. Her research focuses on strategic entrepreneurial marketing in
sub-Saharan Africa.
Makhmoor Bashir Dar (PhD) is Assistant Professor, College of Business and Economics
(AACSB Accredited), Qassim University, Saudi Arabia. He has earned his PhD and an
MBA in strategic management. His PhD thesis investigated the effect of technological de-
velopments on the business model innovations. His recent research has been published in in-
ternational journals of repute like Management Decision, Studies in Higher Education, Education
& Information technologies, Corporate Reputation Review, and International Journal of Innovation
Science, among others. Dr. Bashir has also presented his work at many international confer-
ences like the Strategic Management Society and North American Marketing Society for
Education in India. He has developed teaching cases on Uber, Airbnb, Xiaomi, Spice Jet,
Connect Broadband, and so forth. Dr. Bashir is also the reviewer for the International Journal
of Hospitality Management and Journal of Modelling in Management. Dr. Bashir has also received
an outstanding reviewer award in 2018 from International Journal of Hospitality Management.
His research interests include business model innovation, competitive advantage, techno-
logical developments, and sports marketing.
Rosa Maria Caprino (PhD) teaches business plan at the University of Salerno. She is also
administrator of a major public works company and was (formerly) member of the board
of a local bank. She has published several articles in national journals on finance and bank.
Since 1997, she has been working as financial consultant for many organisations, especially
in the bank sector.
Tehran. His main research stream is about entrepreneurship and capability development in
different industries and organisations, social entrepreneurship, and business plan.
David Luigi Fuschi (PhD) is from Reading University, eMBAs from SDA-Bocconi and
IBM-IFDA and a Dr.Ing. degree from the Politecnico di Milano. Engineer by training,
project manager by profession and educator by passion, David is a PMP, PRINCE2, CDPM
CMgr, CEng certified Fellow of the Royal Society for the encouragement of arts, manufac-
tures, and commerce. David has 30+ years professional experience, a track record of over 100
projects (for 300+ million Euro) successful completion, 12 projects rescued (for 30+ million
Euro), acquisition of over 21 projects (for 60+ million Euro) and over 250 projects assessed.
materials, as well as marketing and corporate finance. Since 1998, she has been working as
financial and marketing consultant for several organisations, especially in the financial sector.
Octavio Ibarra (PhD) is Dean of the Business School at Universidad del Norte,
arranquilla – Colombia. Has a postgraduate degree in organisational leadership from
B
Said Business School-University of Oxford (UK); a PhD in management and Masters in
Philosophy from the University of Hull (UK) and a Masters in Business Administration
from Universidad del Norte, Barranquilla, Colombia; researcher and lecturer in marketing,
branding and retail management; Ex-President of The Latin American Council of Business
Schools (CLADEA), Lima, Peru; member of the Colombian Associations of Business School
(ASCOLFA) Bogotá, Colombia. Currently a member of the Latin America Advisory Coun-
cil of Association of MBA´s – AMBA.
Javad Izadi Z.D. (PhD) is Senior Lecturer in accounting and finance at the University of
West London. He has many years of professional experience in academic and industry. He is
an editorial board member of Cogent Business & Management and Management and Business
Academy in the UK. Also, he is a member of European and Iranian Accounting Association.
Kehinde Mokwenyei (PhD) is a research assistant at The Lagos Business School, where
she undertakes academic research in the fields of corporate brand management. She holds
a distinction graded Master of Science degree in marketing from the University of Lagos,
Nigeria, and a Bachelor of Science, second class upper degree also in marketing from Delta
State University, Nigeria. She has recently secured admission and a scholarship opportu-
nity to pursue a PhD with an emphasis on the relationships between wearable technology,
self-efficacy, and consumers’ well-being at the Birmingham Business School. Kehinde has
authored a novel and numerous fiction-related articles on love and life.
Bang Nguyen (PhD) is Professor, Center for Innovation and Entrepreneurship. Dr. Bang
Nguyen, PhD, is a former Professor of Marketing at the Department of Entrepreneurship
and Relationship Management, University of Southern Denmark, Kolding, Denmark. He is
Contributors xiii
Olutayo Otubanjo (PhD) is Senior Lecturer at The Lagos Business School, where he teaches
full-time and executive MBA in marketing. He was a visiting research fellow at Warwick
Business School and was in a similar capacity at Spears School of Business, O
klahoma State
University, USA. He holds a PhD in marketing with an emphasis on corporate identity.
Otubanjo attended The University of Hull (UK), and Brunel University, London. He has
published in The Academy of Marketing Science Review, Tourist Studies; Management Decisions,
Marketing Review, Journal of Product and Brand Management, Corporate Reputation Review, Cor-
porate Communications: An International Journal, and so forth.
Maria Carolina Ovalle is MBA student at Universidad del Norte, Colombia. She holds an
undergraduate degree in economics. Actually, she is the research assistant in the Business
School at Universidad del Norte, Colombia. Her research interests are consumer behaviour,
marketing, and business analytics.
Lucia Porcu (PhD) is Associate Professor of marketing and market research at the Univer-
sity of Granada (Spain). She has previous experiences as a visiting scholar at Brock Uni-
versity (Canada), Northwestern University (USA), University of Bologna, and University
of Cagliari (Italy). Her research interests are integrated marketing communication (IMC),
cross-cultural marketing, and tourism marketing. She has participated in several international
xiv Contributors
conferences and has published in prestigious journals, such as International Journal of Advertis-
ing, European Journal of Marketing, Journal of Business Research, International Journal of Hospitality
Management, and Computers in Human Behavior.
Juan Miguel Rey Pino (PhD) is Associate Professor in marketing management and research
at the Universidad de Granada (Spain). He works on social critical marketing, more spe-
cifically on topics of tobacco marketing regulations. He has collaborated with different
NGOs and organisations within the European Union (contracts with the European Union)
and Latin America for cases of implementing regulations that minimise the impact of food
and tobacco industry marketing activities that impact in a negative way in the population,
especially among children and adolescents.
Sanjit Kumar Roy (PhD) is Associate Professor of Marketing and fellow at Centre for Busi-
ness Data Analytics at UWA Business School, The University of Western Australia. He is a
certified LEGO® SERIOUS PLAY®Facilitator. He is an Associate Editor at European Jour-
nal of Marketing and on the editorial boards of Journal of Business Research, Journal of Services
Marketing, Journal of Strategic Marketing, and Journal of Service Theory & Practice. His research
interests include marketing of services, impact of new technology on marketing, and trans-
formative service research. He has published in European Journal of Marketing, Journal of Busi-
ness Research, Journal of Marketing Management, Information Systems Frontiers, Journal of Services
Marketing, among others.
Sadaf Sartipi is a PhD student of entrepreneurship. She was Manager at Giti Salamat Safir
and Commercial Manager at Behestan Behdasht Company. She earned her PhD in entre-
preneurship from Tehran University, MS in entrepreneurship in Tehran University and BS
in medical engineering from Amirkabir University.
Institute, fellow member of the Higher Education Academy, and fellow member of CMI.
Kelly Tafoya specializes in marketing for luxury beauty and jewellery brands in the US and
UK. She has a BA in Public Relations from Drake University in Des Moines, Iowa, and MA
in Luxury Brand Management from Richmond University in London. She currently resides
in Colorado where she is the Marketing Manager at Sarah O. Jewelry.
Luis Doña Toledo (PhD) is Assistant Professor at the University of Granada. He was pre-
viously Lecturer at the University of Almería and at the University of Seville. He has pub-
lished articles in scientific journals such as Sustainability. Studies in Higher Education, Marketing
Magazine for Higher Education, International Journal of Public Profile and Public Marketing and
Spanish Journal of Scientific Documentation. He has published 32 works in national and inter-
national conferences and events. The research topics are university marketing, education
management, social marketing and inclusive education. He has a doctorate in marketing and
communication. He has written a doctoral thesis on marketing in higher education. He has
participated in 24 educational projects at Spanish and European levels.
Recognising the complexity and plurality at the heart of the sustainable brand discipline,
this book fills a gap in the market by posing several original research questions on the in-
trinsic nature of sustainable branding, addressing gaps in knowledge in innovative ways,
and generating transformational change. Also, it seeks to offer multiple, often competing,
answers to those questions by reviewing, in a different and integrated perspective, domi-
nant existing themes with the literature and subjecting them to critical scrutiny through a
multifocal perspective.
Our book, Contemporary Issues in Sustainable Branding: Ethical, Social, and Environmental
Perspectives, addresses the following objectives.
This book explores the multiple stakeholder audiences that sustainable branding of all types
must address. Sustainable branding encompasses many facets, which are covered through-
out the book. Such facets of sustainable branding include climate, environmental auditing,
technology and innovation, waste management, and ecosystems management. This book
provides examples from different kinds of industries and companies (business-to-business and
business-to-consumer markets) to illustrate the many dimensions of sustainable branding and
theories. Readers are able to understand research studies from different sustainable branding
points of view. In this sense, they are able to compare, contrast, and comprehend whether
“sustainable branding” is delivered similarly or otherwise in different parts of the world.
In this context, readers are able to acquire knowledge and understanding of (i) the key
issues in sustainable branding theories, (ii) the need for a strategic approach to planning and
campaign management, and (iii) new developments in sustainable branding theories. Also,
they are able to (i) analyse the complex web of stakeholder audiences that sustainable brand-
ing must address; (ii) develop and manage sustainable branding strategy and campaigns; and
(iii) adapt to the differing demands of stakeholders such as employees, customers, govern-
ment, the media, and other stakeholder audiences.
Our volume starts from the issues related to the development and changing uses of
sustainable branding from different perspectives; human dimensions of environmental
change; people, energy, and society; planet, people, product, packaging, pricing, and pro-
motion; place branding and smart growth; place heritage; identity, community, image, and
reputation; public and brand engagement; technology and innovation; life cycle thinking
and the circular economy; waste management; (e)healthcare and well-being; (e)retailing;
ecosystems, and global change; transitions to a low carbon economy; and environmental
law. Moreover, this book, proposing a mixture of theory and practice with practical case
studies, aims at reaching primarily doctoral, postgraduate, graduate, and final-year under-
graduate students in suitability, business, and marketing, but it is also suitable for both man-
agers and decision-makers around the world too.
Research method-driven approach: The most exciting aspect of this book is that readers are
exposed to different methods and approaches applied to sustainable branding research. The
methods could range from qualitative, quantitative, case histories, case vignettes, case stud-
ies, interpretivistic, social narrative, and so forth. The selected authors/contributors work
for different universities and have different backgrounds, providing specific information
about industries and regions. Chapters, examples, and cases are international in coverage,
and their critical background should appeal to the growing number of marketing pro-
grammes in Europe, Asia, and North America.
Target market: Contemporary Issues in Sustainable Branding: Ethical, Social, and Environmental
Perspectives provides doctoral, postgraduate, graduate, and final-year undergraduate students
Introduction to sustainable branding 3
Chapter 2, “Let’s go green – planet, people, product, packaging, pricing, and promotion
(6Ps)” by Awele Achi (The Open University, Milton Keynes, UK), Ogechi Adeola (Lagos
Business School, Pan-Atlantic University, Nigeria), and Vanessa Burgal (Lagos Business
School, Pan-Atlantic University, Nigeria), focuses on explicating the notion of environ-
mental sustainability and the key issues embedded in it through the lens of the 6Ps – planet,
people, product, packaging, pricing, and promotion – of green marketing practices and
putting it in context. Then, implications and recommendations of the chapter for sustain-
able development are highlighted.
Chapter 3, “Branding for social marketing: keys for success” by Luis Doña Toledo
(University of Granada, Spain), Lucia Porcu (University of Granada, Spain), Juan Miguel
Rey Pino (University of Granada, Spain), and Maria Palazzo (University of Salerno, Italy),
highlights the fact that in recent years, both practitioners and academics have acknowledged
the need to expand the marketing scope, including the well-being of society, among its
main goals. Thus, this chapter aims to examine the role of branding in social marketing and
analyse successful strategies and practices within this field.
Chapter 4, “Sustainable brand management: goodwill as a tool to quantify brand
value from the perspective of stakeholders” by Ivana Podhorska (University of Zilina),
Wlodzimierz Sroka (WSB University & North-West University), and Jana Majerova
(University of Z
ilina), highlights the fact that none of us can buy goodwill; we all have to
earn it. Goodwill, as an economic phenomenon, has attracted the attention of economists
since the 19th century. Both the creation and quantification of goodwill are interdisciplinary
issues affecting accounting, economics, law, marketing, sociology, and human resources. In
both economic theory and practice, goodwill is the difference between the market and the
book value of an enterprise. In this chapter, we will try to propose an econometric model of
quantifying the reputation of businesses based on residual income theory, through multiple
regression analysis.
Chapter 5, “Place, branding and smart growth” by Oluwayemisi Olomo (Lagos Business
School, Nigeria), Kehinde Mokwenyei (Lagos Business School, Nigeria), Olutayo Otubanjo
(Lagos Business School, Nigeria), and Ogechi Adeola (Lagos Business School, Nigeria),
seeks to provide managers with insights into how sustainable brands can be built using the
inter-related concepts of people, profits, and planet. The creating shared value concept is
examined, and a business case is made for building sustainable brands, using place, branding,
and smart growth as objectives.
Chapter 6, “Corporate social responsibility and employee volunteerism: a broad over-
view CSR through volunteerism” by Sudeepta Pradhan (IBS Hyderabad, IFHE Univer-
sity, India), Makhmoor Bashir Dar (Qassim University, Saudi Arabia), Sanjit Roy (UWA
Business School, Australia), and Bang Nguyen (Shanghai University, China), highlights
the fact that companies have been expected to be involved in socially responsible activities
since the last few decades. Corporations satisfy CSR expectations in many different ways.
Recently, companies have started involving their employees in their CSR activities to meet
the increasing demand to be socially responsible, under the guise of employee volunteerism
programmes. These programmes have enhanced effects for the employees and companies
equally. This chapter discusses CSR, employees that volunteer to work for the community,
as a part of employee volunteer programmes, different benefits of such programmes, and the
different types of volunteer programmes.
Introduction to sustainable branding 5
movements to reduce multiple problems related to social contexts. One of the most im-
portant problems of the world today is Covid-19 pandemic that augments the necessity
of social innovations to protect people, decrease its negative effects, and to move through
sustainability.
Chapter 17, “Sustainable branding in healthcare within Generation Z in a developing
economy” by Durga Vellore-Nagarajan (Middlesex University, UK), Constantinos-Vasilios
Priporas (Middlesex University, UK), and Mark McPherson (Middlesex University), consid-
ers the fact that sustainable branding occurs when companies create and maintain identities
in the long term. Furthermore, brands are deemed sustainable provided they clearly indicate
value added to consumers continuously over time. The chapter will begin by explaining the
evolution of the concept of sustainable branding by citing contemporary literature. It will
then examine information processing in the digital age, the effects of Generation Z con-
sumers, and a literature review of the effects on sustainable branding; the shifting dynamics
in the healthcare sector via recent reports will be addressed. The chapter will also illustrate
the case of a developing economy and the effects on sustainable branding. The chapter will
conclude by highlighting the implications of sustainable branding within healthcare for
developing economies as well as for the healthcare sector.
Chapter 18, “The market reaction to unexpected earnings via discretionary accruals
and sustainability reporting” by Javad Izadi Z.D. (University of West London, UK), Maria
Palazzo (University of Salerno, Italy), and Alfonso Siano (University of Salerno, Italy)
examines the impact of earnings management practices on the sustainability reporting and
branding position among the listed companies in the UK. We pay particular attention to
the roles of discretionary accruals and find that they are negatively related to future stock
returns.
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Notes
1 Note: Lecturer in Accounting, London School of Economics and Political Science.
2 Title of the study: Oxford English Dictionary – Wills and Inventories of the Northern Counties
of England (publication of the Surtees Society, 1835) 352, “I gyue to John Stephen… my whole
interest and good will of my Quarell”.
3 Title of the study: Reproduced in The Accountant, 1891, pp. 1828 et seq.
4 Title of the study: Reproduced in The Accountant, 1914, pp. 91 et seq.
5 Note: Sharpe, W. F. (1964). Capital Asset Prices: A Theory of Market Equilibrium under Condi-
tions of Risk. Journal of Finance. 19(3), 425–442. Markowitz, H.M. (1999). The Early History of
Portfolio Theory: 1600–1960. Financial Analysts Journal. 55(4).
1 http://pwc.hello.thesocialcollective.co/support/solutions/articles/14000066111-what-is-skills-
based-volunteering-.
2 www.pwc.com.
3 www.pwc.com.
1 https://www.un.org/en/land-natural-resources-conflict/.
2 www.waste-management-world.com.
3 Data about glass.
4 The percentage of a metal in discards that is actually recycled.
5 The share of old scrap in the total scrap flow.
6 Aluminium, cobalt, chromium, copper, gold, iron, lead, manganese, niobium, nickel, palladium,
platinum, rhenium, rhodium, silver, tin, titanium and zinc.
1 SR may also be computed directly from the Return index of Datastream, but with less accuracy.
2 Even though CA is referred to Current Accrual, it is in fact effectively a net amount comprising
expense accruals, revenue accruals, expense deferrals and revenue deferrals.
3 Note that a positive accrual is income-increasing and a negative accrual is income-decreasing.
4 DCA_H is defined as high discretionary accruals and shows the positive accruals. DAC_L pres-
ents low discretionary accruals and it is negative.
5 Gujarati (2003) shows that the assumptions of the pooled sample that the slope coefficients and the
intercept are constant across firms and time.