Abstract
With increased concerns about environmental problems, social well-being, food
safety, and sustainability issues, the traditional mainstream food retailers have
launched initiatives of ethical sourcing, environmental-friendly processing, and
paid more attention to their organic brands to strengthen their brand equity.
Although there is an immense literature on brand equity in the past, few of them
have focused on brand equity in the food retail business with the new challenge
of sustainability marketing. The purpose of this study is to identify the research
gap and conceptualize the sustainability-based retail brand equity (SRBE) that is
distinguished from the traditional concept by incorporating emerging
sustainability-values-oriented elements. A systematic literature review method is
adopted. The results show that two different brand equity streams further lead to
inconsistent definitions of retail brand equity, especially in terms of industry
sectors. The SRBE conceptualization can reconcile this issue by integrating
sustainability values.
safety, and sustainability issues, the traditional mainstream food retailers have
launched initiatives of ethical sourcing, environmental-friendly processing, and
paid more attention to their organic brands to strengthen their brand equity.
Although there is an immense literature on brand equity in the past, few of them
have focused on brand equity in the food retail business with the new challenge
of sustainability marketing. The purpose of this study is to identify the research
gap and conceptualize the sustainability-based retail brand equity (SRBE) that is
distinguished from the traditional concept by incorporating emerging
sustainability-values-oriented elements. A systematic literature review method is
adopted. The results show that two different brand equity streams further lead to
inconsistent definitions of retail brand equity, especially in terms of industry
sectors. The SRBE conceptualization can reconcile this issue by integrating
sustainability values.
| Original language | English |
|---|---|
| Number of pages | 1 |
| Publication status | Published - 4 May 2022 |
| Event | 15th Global Brand Conference 2022 - Sheffield Hallam University, Sheffield, United Kingdom Duration: 4 May 2022 → 6 May 2022 Conference number: 15 https://blogs.shu.ac.uk/gbc2021/ |
Conference
| Conference | 15th Global Brand Conference 2022 |
|---|---|
| Abbreviated title | GBC 2022 |
| Country/Territory | United Kingdom |
| City | Sheffield |
| Period | 4/05/22 → 6/05/22 |
| Internet address |
Keywords
- Organic branding
- Retail brand equity
- Sustainability