Sustainable Brand Personality Traits for Business-to-Business Markets

Sustainable Brand Personality Traits for Business-to-Business Markets

Fatmanur Avar, Aysu Göçer
ISBN13: 9781522557579|ISBN10: 1522557571|EISBN13: 9781522557586
DOI: 10.4018/978-1-5225-5757-9.ch018
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MLA

Avar, Fatmanur, and Aysu Göçer. "Sustainable Brand Personality Traits for Business-to-Business Markets." Handbook of Research on Supply Chain Management for Sustainable Development, edited by Ulas Akkucuk, IGI Global, 2018, pp. 352-374. https://doi.org/10.4018/978-1-5225-5757-9.ch018

APA

Avar, F. & Göçer, A. (2018). Sustainable Brand Personality Traits for Business-to-Business Markets. In U. Akkucuk (Ed.), Handbook of Research on Supply Chain Management for Sustainable Development (pp. 352-374). IGI Global. https://doi.org/10.4018/978-1-5225-5757-9.ch018

Chicago

Avar, Fatmanur, and Aysu Göçer. "Sustainable Brand Personality Traits for Business-to-Business Markets." In Handbook of Research on Supply Chain Management for Sustainable Development, edited by Ulas Akkucuk, 352-374. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-5757-9.ch018

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Abstract

The impact of globalization and technological advancements on businesses is increasing, making innovation and differentiation essential for survival in competitive markets. Branding is a useful tool for business differentiation, which can be achieved by a strong brand personality. Sustainability, as a strategy integrated with branding, offers the opportunity to gain competitive advantage. Associating sustainability practices with brand personality and integrating them into the brand is important, especially for business-to-business (B2B) brands. However, research on B2B branding is still scarce. Drawing on the tenets of social identity theory, this chapter explains brand personality traits from a sustainability perspective for B2B brands. Based on a series of qualitative and quantitative studies, brand personality traits are identified for B2B markets concerning the environmental, social, and economic pillars of sustainability. This analysis will support B2B managers aiming to promote an image of sustainability for their brands in an increasingly competitive industrial market.

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