Co-creating sustainability: Transformative power of the brand

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dc.contributor.authorPalakshappa N
dc.contributor.authorBulmer S
dc.contributor.authorDodds S
dc.date.accessioned2024-07-24T02:11:51Z
dc.date.available2024-07-24T02:11:51Z
dc.date.issued2024-07-17
dc.description.abstractWe 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.confidentialfalse
dc.identifier.citationPalakshappa N, Bulmer S, Dodds S. (2024). Co-creating sustainability: transformative power of the brand. Journal of Marketing Management.
dc.identifier.doi10.1080/0267257X.2024.2380261
dc.identifier.eissn1472-1376
dc.identifier.elements-typejournal-article
dc.identifier.issn0267-257X
dc.identifier.urihttps://mro.massey.ac.nz/handle/10179/70312
dc.publisherTaylor and Francis Group
dc.relation.isPartOfJournal of Marketing Management
dc.rights(c) The author/sen
dc.rights.licenseCC BY-NC-NDen
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/en
dc.subjectBrand management
dc.subjectbrand cause fit
dc.subjectvalue co-creation
dc.subjectsustainability
dc.subjectsustainable futures
dc.subjecttransformation
dc.titleCo-creating sustainability: Transformative power of the brand
dc.typeJournal article
pubs.elements-id490731
pubs.organisational-groupMassey Business School
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