IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-319-70055-7_29.html
   My bibliography  Save this book chapter

Building a Sustainable Brand

In: Advances in Panel Data Analysis in Applied Economic Research

Author

Listed:
  • Eva Kicová

    (University of Zilina, Faculty of Operation and Economics of Transport and Communication)

  • Anna Križanová

    (University of Zilina, Faculty of Operation and Economics of Transport and Communication)

Abstract

It is extremely hard to succeed in business when brand is not considered between top three brands in the segment. Brand should be in people’s minds in decision-making process of buying products or services. If it is not, the company is just fighting for market share mostly with price. Sustainability and responsible consumption are becoming an important part of our lives. This article presents a summary of expert opinions on the sustainable brand building and STP process. In addition, the aim of this paper is to declare why going sustainable is necessary. Furthermore, it enriches this knowledge by results of own research. Research is aimed to discover customers’ readiness and preferences about sustainable lifestyle.

Suggested Citation

  • Eva Kicová & Anna Križanová, 2018. "Building a Sustainable Brand," Springer Proceedings in Business and Economics, in: Nicholas Tsounis & Aspasia Vlachvei (ed.), Advances in Panel Data Analysis in Applied Economic Research, chapter 0, pages 367-379, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-70055-7_29
    DOI: 10.1007/978-3-319-70055-7_29
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    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:spr:prbchp:978-3-319-70055-7_29. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    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.