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Sustainable Brand Management of Alimentary Goods

Author

Listed:
  • Jana Majerova

    (Department of Economics, Faculty of Operation and Economics of Transport and Communications, University of Zilina, Zilina 026 01, Slovakia)

  • Wlodzimierz Sroka

    (Management Department, WSB University, Dąbrowa Gornicza 41-300, Poland
    North-West University, Potchefstroom 2351, South Africa)

  • Anna Krizanova

    (Department of Economics, Faculty of Operation and Economics of Transport and Communications, University of Zilina, Zilina 026 01, Slovakia)

  • Lubica Gajanova

    (Department of Economics, Faculty of Operation and Economics of Transport and Communications, University of Zilina, Zilina 026 01, Slovakia)

  • George Lazaroiu

    (Department of Economic Sciences, Spiru Haret University, Bucharest 030045, Romania)

  • Margareta Nadanyiova

    (Department of Economics, Faculty of Operation and Economics of Transport and Communications, University of Zilina, Zilina 026 01, Slovakia)

Abstract

Sustainability of food production and consumption has become one of the most discussed topics of sustainable development in global context. Thus, traditional managerial patterns have to be revised according to the social request. The revisions that have been done so far are based on relevant specifics of production and have mostly general character. Moreover, traditional managerial postulates do not change; only their way of implementation is modified. These two facts are possible reason of the practical fails in sustainable management of alimentary goods. One of these traditional managerial concepts is brand. Within this context, it has been considered as a facilitator of CSR (corporate social responsibility) activities. But the situation has changed, and the suspicion that brand loyalty is not a facilitator but an obstacle to the sustainable management is high. Thus, the importance of research of brand loyalty in scope of sustainable management of alimentary goods is indisputable. According to the above mentioned, the main goal of the contribution is to identify relevant brand value sources of loyalty in scope of sustainable brand management of alimentary goods. To achieve this, the factor analysis has been applied to provide statistical evaluation of data obtained from our own questionnaire survey. We have found out that components of brand value sources do not vary when comparing brands and those without loyal consumers. Based on this, appropriate recommendations for the theory and practice of sustainable brand management of alimentary goods have been formulated.

Suggested Citation

  • Jana Majerova & Wlodzimierz Sroka & Anna Krizanova & Lubica Gajanova & George Lazaroiu & Margareta Nadanyiova, 2020. "Sustainable Brand Management of Alimentary Goods," Sustainability, MDPI, vol. 12(2), pages 1-18, January.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:2:p:556-:d:307705
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    References listed on IDEAS

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    Citations

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    Cited by:

    1. Dan-Cristian Dabija & Brândușa Mariana Bejan & Claudiu Pușcaș, 2020. "A Qualitative Approach to the Sustainable Orientation of Generation Z in Retail: The Case of Romania," JRFM, MDPI, vol. 13(7), pages 1-20, July.
    2. Peter Konhäusner, 2021. "Crowdsourcing in Sustainable Retail—A Theoretical Framework of Success Criteria," JRFM, MDPI, vol. 14(2), pages 1-21, February.
    3. Anetta Barska & Julia Wojciechowska-Solis & Joanna Wyrwa & Janina Jędrzejczak-Gas, 2023. "Practical Implications of the Millennial Generation’s Consumer Behaviour in the Food Market," IJERPH, MDPI, vol. 20(3), pages 1-15, January.
    4. Zdenka Kádeková & Radovan Savov & Ingrida Košičiarová & Katarina Valaskova, 2020. "CSR Activities and Their Impact on Brand Value in Food Enterprises in Slovakia Based on Foreign Participation," Sustainability, MDPI, vol. 12(12), pages 1-21, June.
    5. Gum-Kwang Bae & Sang-Mook Lee & Bui-Kim Luan, 2023. "The Impact of ESG on Brand Trust and Word of Mouth in Food and Beverage Companies: Focusing on Jeju Island Tourists," Sustainability, MDPI, vol. 15(3), pages 1-14, January.
    6. Yuri Borgianni & Lorenzo Maccioni & Anton Dignös & Demis Basso, 2022. "A Framework to Evaluate Areas of Interest for Sustainable Products and Designs," Sustainability, MDPI, vol. 14(13), pages 1-17, June.
    7. Sunder Ramachandran & Sreejith Balasubramanian, 2020. "Examining the Moderating Role of Brand Loyalty among Consumers of Technology Products," Sustainability, MDPI, vol. 12(23), pages 1-16, November.

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