Gupta, Suraksha; Czinkota, Michael; Melewar, T.C. - In: Journal of World Business 48 (2013) 3, pp. 287-296
sustainability. The authors have synthesized knowledge from various domains with a positivistic approach to understand sustainability … from the perspective of branding. Using empirical knowledge this study recommends embedding sustainability into brand … knowledge and brand value for creating a differentiation for the brand in a competitive market. …