Purpose: A recent report published by Shelton Group, Sustainability(S) is rated for as an important brandpurchase decision (P) criterion for 60 percent of consumers. The objective of this research is to investigate howdifferences affect consumers’ online and offline behaviors.Design/methodology/approach: Through sentiment analysis of corporate website Brand SustainabilityStrategies (BSS) is explored in the store level and in the social media platform level with a dedicated surveyabout S and the positive impact on their P.Findings: This study demonstrates how the millennials generation experience through virtual interaction (VI)leverage on P and improve the Customer Brand Experience (CBE), focuses on Lego and AdidasOriginality/value: The paper contributes to study a topic more interesting in this period and in additionunderlines the culture emerged among the online and the offline P in the relation with the strategies of thecustomer journey.Keywords: brand, sustainability, digital transformation, social platform (1) (PDF) Branding in Sustainability. Available from: https://www.researchgate.net/publication/362819657_Branding_in_Sustainability [accessed Aug 31 2022].
Branding in sustainability / Perlangeli, Genni. - In: INTERNATIONAL JOURNAL OF MARKETING STUDIES. - ISSN 1918-7203. - 4:2(2022), pp. 47-57. [10.5539/ijms.v14n2p47]
Branding in sustainability
Genni Perlangeli
2022
Abstract
Purpose: A recent report published by Shelton Group, Sustainability(S) is rated for as an important brandpurchase decision (P) criterion for 60 percent of consumers. The objective of this research is to investigate howdifferences affect consumers’ online and offline behaviors.Design/methodology/approach: Through sentiment analysis of corporate website Brand SustainabilityStrategies (BSS) is explored in the store level and in the social media platform level with a dedicated surveyabout S and the positive impact on their P.Findings: This study demonstrates how the millennials generation experience through virtual interaction (VI)leverage on P and improve the Customer Brand Experience (CBE), focuses on Lego and AdidasOriginality/value: The paper contributes to study a topic more interesting in this period and in additionunderlines the culture emerged among the online and the offline P in the relation with the strategies of thecustomer journey.Keywords: brand, sustainability, digital transformation, social platform (1) (PDF) Branding in Sustainability. Available from: https://www.researchgate.net/publication/362819657_Branding_in_Sustainability [accessed Aug 31 2022].I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
