A Literature Study on the Sustainable Corporate Brand Concept

Article Information
Journal: Business and Economics Research Journal
Title of Article: A Literature Study on the Sustainable Corporate Brand Concept
Author(s): Zeynep Arslan, Ebru Gokaliler, Serafettin Arslan
Volume: 11
Number: 1
Year: 2020
Page: 247-259
ISSN: 2619-9491
DOI Number: 10.20409/berj.2020.248
Abstract
The subject of this research; the concept of “sustainable corporate brand” that comes to life with the integration of corporate sustainability and corporate brand concepts. In the international literature, this concept is defined “as a corporate brand that promises sustainability as a core value”. However, since this definition is not comprehensive, a broader definition has been made and a comprehensive literature search has been carried out. The fact that this concept is not examined in detail in the national and international literature is a unique contribution of this study to the literature. Sustainability in the world has begun to be placed at the core of corporate brand strategies. In this context, by examining from different perspectives of sustainable corporate brand, it is aimed to draw a road map for companies that want to build the sustainable corporate brand in Turkey. This situation is considered to be a tool for companies aiming to become a sustainable corporate brand.

Keywords: Corporate Brand, Corporate Sustainability, Sustainable Corporate Brand, Corporate Theory, Legitimacy

JEL Classification: M14, M31

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