A SYSTEMATIC LITERATURE REVIEW OF SUSTAINABILITY IN CORPORATE SERVICES BRANDING: Identifying dimensions, drivers, outcomes, and future research opportunities

Stefan Markovic, Yuqian Qiu, Cristina Sancha, Nikolina Koporcic

Producción científica: Capítulo del libroCapítulorevisión exhaustiva

Resumen

In the current business environment, sustainability is increasingly present in corporate agendas, as it can lead organizations to a plethora of advantages, including customer affective commitment and customer loyalty. However, not all corporate services brands commit to sustainability in the same way, but rather focus on different dimensions (i.e., economic, environmental, and/or social). This highlights the need to conduct a systematic literature review to identify which dimensions of sustainability are mainly used in the field of corporate services branding, as well as their key drivers and outcomes. As a result of this review, we also identify some future research opportunities that can serve as a guide for scholars to position their studies on sustainability in the field of corporate services branding.

Idioma originalInglés
Título de la publicación alojadaThe Routledge Companion to Corporate Branding
EditorialTaylor and Francis Ltd.
Páginas228-248
Número de páginas21
ISBN (versión digital)9781000573589
ISBN (versión impresa)9780367476632
DOI
EstadoPublicada - 1 ene 2022
Publicado de forma externa

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