Organic Branding and Sustainability-Based Retail Brand Equity - A Systematic Review

Yating Tian, Qeis Kamran

Research output: Contribution to conferencePaperpeer-review

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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.
Original languageEnglish
Number of pages1
Publication statusPublished - 4 May 2022
Event15th Global Brand Conference 2022 - Sheffield Hallam University, Sheffield, United Kingdom
Duration: 4 May 20226 May 2022
Conference number: 15
https://blogs.shu.ac.uk/gbc2021/

Conference

Conference15th Global Brand Conference 2022
Abbreviated titleGBC 2022
Country/TerritoryUnited Kingdom
CitySheffield
Period4/05/226/05/22
Internet address

Keywords

  • Organic branding
  • Retail brand equity
  • Sustainability

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