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

*Corresponding author for this work

    Research output: Chapter in Book/Conference proceedingChapterScientificpeer-review

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    Abstract

    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.
    Original languageEnglish
    Title of host publicationThe Routledge Companion to Corporate Branding
    EditorsOriol Iglesias, Nicholas Ind, Majken Schultz
    PublisherRoutledge
    ISBN (Electronic)9781003035749
    Publication statusPublished - 29 Apr 2022
    MoE publication typeA3 Part of a book or another research book

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