Overview

In an era marked by profound environmental challenges and shifting consumer expectations, the fields of marketing and branding are undergoing significant transformation. This book explores how modern businesses and thought leaders are redefining traditional approaches to resonate with a world increasingly focused on sustainability and corporate responsibility. This comprehensive volume brings together leading academics and industry professionals to explore diverse perspectives on sustainable marketing strategies, corporate social responsibility (CSR), and the evolving dynamics of brand equity in environmentally conscious markets. Each chapter offers a deep dive into the principles, practices, and innovative approaches that companies are using to maintain relevance and build lasting relationships with consumers. From examining greenwashing trends and their impact on consumer trust to leveraging artificial intelligence for positive behavior change, this book captures the delicate balance between profit and purpose. The significance of this work lies in its timely exploration of topics such as inclusive brand strategies for marginalized consumers, the psychological underpinnings of sustainable consumer behavior, and the emergence of circular business models enabled by servitization. It highlights not only the theoretical frameworks, but also real-world applications that demonstrate how brands can navigate crises, foster resilience, and create long-term value in the face of economic and environmental pressures. This book is an essential resource for marketing professionals, business strategists, policymakers, and academics seeking to understand and harness the power of sustainability-driven branding practices. By synthesizing insights from scholars and practitioners, this book equips readers with actionable knowledge to drive positive change, enhance consumer engagement, and build brands that stand the test of time in a rapidly evolving marketplace.

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9798895307779

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Professor, Faculty of Economics and Administrative Sciences, Department of Marketing, Anadolu University, Eskişehir, Turkiye.

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