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Marketing Projections of Socially Responsible Branding on Consumer Loyalty

Author

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  • Mariya Georgieva
  • Evgeni Stanimirov

Abstract

The current market reality is strongly influenced by the development of the concepts of "sustainable development" and "Experience economy". The latter forms a new business model – B2H (Business to human) – a human-centered business. Together with the increasing percentage of sophisticated customers, this is becoming a serious challenge for the businesses. In this context, socially responsible branding is positioned as a relevant tool that serves, on the one hand, to satisfy the pursuit of social, economic and environmental justice, and on the other hand, makes the relationship "company-client" to be a form of experience beyond the rational framework of market exchange. The study presents an author's model of the marketing projections of the application of socially responsible branding. In a mirror perspective – in terms of end-users and business, the relationships between the individual constructs of the model have been empirically tested with an emphasis on exploring the possibilities of socially responsible branding to influence the level of consumer loyalty, which is often considered a priority goal for companies. In conclusion, specific arguments are formulated for the practical applicability and significance of such a study.

Suggested Citation

  • Mariya Georgieva & Evgeni Stanimirov, 2021. "Marketing Projections of Socially Responsible Branding on Consumer Loyalty," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 4, pages 23-52.
    • Handle: RePEc:bas:econst:y:2021:i:4:p:23-52
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    File URL: https://www.iki.bas.bg/Journals/EconomicStudies/2021/2021-4/2_Stanimirov.pdf
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    References listed on IDEAS

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    1. Chi-Shiun Lai & Chih-Jen Chiu & Chin-Fang Yang & Da-Chang Pai, 2010. "The Effects of Corporate Social Responsibility on Brand Performance: The Mediating Effect of Industrial Brand Equity and Corporate Reputation," Journal of Business Ethics, Springer, vol. 95(3), pages 457-469, September.
    2. Hirschman, Elizabeth C, 1980. "Innovativeness, Novelty Seeking, and Consumer Creativity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 7(3), pages 283-295, December.
    3. José Luis Sánchez & Ladislao Sotorrío, 2007. "The Creation of Value Through Corporate Reputation," Journal of Business Ethics, Springer, vol. 76(3), pages 335-346, December.
    4. Ker-Tah Hsu, 2012. "The Advertising Effects of Corporate Social Responsibility on Corporate Reputation and Brand Equity: Evidence from the Life Insurance Industry in Taiwan," Journal of Business Ethics, Springer, vol. 109(2), pages 189-201, August.
    5. Alba, Joseph W & Hutchinson, J Wesley, 1987. "Dimensions of Consumer Expertise," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 411-454, March.
    6. Evgeni Stanimirov & Mariya Georgieva, 2019. "Customer Profiling Based on the Criteria of Sustainable Consumption," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 3, pages 3-17.
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    Cited by:

    1. Karolus Karni Lando & Achmad Sudiro & Wahdiyat Moko & Nur Khusniyah Indrawati, 2024. "The Effect of Service Quality on Recertification. Mediated by Customer Satisfaction and Relationship Commitment," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 6, pages 160-179.
    2. Christina Nikolova & Veronika Garkova, 2022. "Evaluating the Impacts of Passengers’ Rights Policy on the Competitiveness of Airlines and Airport Operators Using the Dynamic Programming Approach," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 1, pages 94-117.

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    More about this item

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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