Co-creating sustainability: Transformative power of the brand
dc.contributor.author | Palakshappa N | |
dc.contributor.author | Bulmer S | |
dc.contributor.author | Dodds S | |
dc.date.accessioned | 2024-07-24T02:11:51Z | |
dc.date.available | 2024-07-24T02:11:51Z | |
dc.date.issued | 2024-07-17 | |
dc.description.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. | |
dc.description.confidential | false | |
dc.identifier.citation | Palakshappa N, Bulmer S, Dodds S. (2024). Co-creating sustainability: transformative power of the brand. Journal of Marketing Management. | |
dc.identifier.doi | 10.1080/0267257X.2024.2380261 | |
dc.identifier.eissn | 1472-1376 | |
dc.identifier.elements-type | journal-article | |
dc.identifier.issn | 0267-257X | |
dc.identifier.uri | https://mro.massey.ac.nz/handle/10179/70312 | |
dc.publisher | Taylor and Francis Group | |
dc.relation.isPartOf | Journal of Marketing Management | |
dc.rights | (c) The author/s | en |
dc.rights.license | CC BY-NC-ND | en |
dc.rights.uri | https://creativecommons.org/licenses/by-nc-nd/4.0/ | en |
dc.subject | Brand management | |
dc.subject | brand cause fit | |
dc.subject | value co-creation | |
dc.subject | sustainability | |
dc.subject | sustainable futures | |
dc.subject | transformation | |
dc.title | Co-creating sustainability: Transformative power of the brand | |
dc.type | Journal article | |
pubs.elements-id | 490731 | |
pubs.organisational-group | Massey Business School |