IDEAS home Printed from https://ideas.repec.org/a/vra/pr1803/y2018i2p286-297.html
   My bibliography  Save this article

Sustainable Brand Positioning

Author

Listed:
  • Radina Ruseva

    (University of Economics - Varna)

  • Mihaela Hristova

    (University of Economics - Varna)

Abstract

Over the past few decades much attention has been paid to environmental issues, sustainable development and consumerism of resources and goods. After an overview of the main pillars regarding sustainability and brand positioning concept, a model of an actual versus perceived greenness has been discussed. On this basis, both authors propose good practices for "green brand" positioning to companies.

Suggested Citation

  • Radina Ruseva & Mihaela Hristova, 2018. "Sustainable Brand Positioning," Regional Economy and Sustainable Development, Conference Proceedings 2017, Research Institute, University of Economics - Varna, issue 2, pages 286-297, March.
    • Handle: RePEc:vra:pr1803:y:2018:i:2:p:286-297
    as

    Download full text from publisher

    File URL: http://research.ue-varna.bg/admin/kcfinder/upload/files/TOM_II-286-297.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    positioning; sustainability; green brand; green marketing.;
    All these keywords.

    JEL classification:

    • A00 - General Economics and Teaching - - General - - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vra:pr1803:y:2018:i:2:p:286-297. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ludmil Naidenov or Pavel Petrov (email available below). General contact details of provider: https://edirc.repec.org/data/uevarbg.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.