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Co-creating sustainability: transformative power of the brand.

Authors :
Palakshappa, Nitha
Bulmer, Sandy
Dodds, Sarah
Source :
Journal of Marketing Management; Aug2024, Vol. 40 Issue 9/10, p820-850, 31p
Publication Year :
2024

Abstract

We explore marketing activity at the micro level as it contributes to the co-creation of sustainability and leads to transformational shifts towards sustainable futures. Utilising a value co-creation lens our study implements a novel four phase case research process. Three sustainable fashion brands are analysed via brand-generated content on their Instagram accounts, through interviews with thirty self-confessed brand enthusiasts and using consumer focus groups. Analysis provides insights into how sustainability is co-created between brands and consumers demonstrating that marketing and brands have the power to harness sustainability and instigate change. The paper contributes an innovative 'Co-creating sustainable futures' framework providing a platform to implement marketing activity and future research by marketing/brand managers and researchers committed to sustainability and initiating transformation towards sustainable futures. [ABSTRACT FROM AUTHOR]

Details

Language :
English
ISSN :
0267257X
Volume :
40
Issue :
9/10
Database :
Complementary Index
Journal :
Journal of Marketing Management
Publication Type :
Academic Journal
Accession number :
178587263
Full Text :
https://doi.org/10.1080/0267257X.2024.2380261