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Marketing Effects Related To Socially Responsible Branding

Author

Listed:
  • Maria Georgieva

    (Varna University of Economics)

Abstract

"Socially responsible branding" (SRB) is a category that is new for modern marketing, which is gaining ever greater popularity. Among the main reasons for that there can be mentioned the considerable number of positive marketing effects, which the application of SRB carries. Maintaining high levels of consumer loyalty is one of these effects. By exerting influence in three main areas - on the value of the brand, on the corporate reputation and the level of consumer satisfaction, SRB also influences the loyalty of consumers, and the latter is in turn a factor of strategic importance for the successful market realization of each company.

Suggested Citation

  • Maria Georgieva, 2015. "Marketing Effects Related To Socially Responsible Branding," Business & Management Compass, University of Economics Varna, issue 4, pages 56-66.
    • Handle: RePEc:vrn:journl:y:2015:i:4:p:56-66
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    More about this item

    Keywords

    corporate social responsibility (CSR); branding; socially responsible branding (SRB); loyalty; brand value;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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