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Enhancing Brand Equity Through Sustainability: Waste Recycling

Lookup NU author(s): Professor Suraksha Gupta

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Abstract

Unlike many existing research studies that explain reverse marketing from a purchasing perspective, this study recognizes it as an honest effort made by managers aiming to promote sustainability by purposefully managing waste and discusses the spillover effect of their initiatives on brand equity. It argues that efficient recycling of products through reverse marketing by a brand demonstrates its sincere intent to adopt sustainable business practices and enhances its equity in the marketplace. A business-to-business viewpoint has been used to combine knowledge about waste recycling and management through reverse marketing based on the unpretentious operations and management practices. The propositions reflect on the criticality of engaging business customer firms in a procedural mechanism of recycling for increase in brand equity as the success of reverse marketing. A comprehensive adoption of an initiative like waste management through reverse marketing by a brand highlights how sustainability initiatives can create value for the customers of the brand and ultimately drive brand equity.

Publication metadata

Author(s): Gupta S

Publication type: Article

Publication status: Published

Journal: Thunderbird International Business Review

Year: 2016

Volume: 58

Issue: 3

Pages: 213-223

Online publication date: 29/06/2015

Acceptance date: 01/01/1900

ISSN (print): 1096-4762

ISSN (electronic): 1520-6874

Publisher: Wiley

URL: https://doi.org/10.1002/tie.21730

DOI: 10.1002/tie.21730

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