Building a competitive advantage based on transparency: When and why does transparency matter for corporate social responsibility?

Liu, Yeyi; Heinberg, Martin; Huang, Xuan; Eisingerich, Andreas B.

doi:10.1016/j.bushor.2022.10.004

Cited by 11 publications

(2 citation statements)

References 20 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Energy companies increasingly disclose their environmental impact through sustainability reports and carbon disclosures, providing stakeholders with insights into their operations, energy use, and greenhouse gas emissions. This transparency builds trust and accountability, enhancing the company's reputation and stakeholder relations [62][63][64][65][66][67] . Consumer engagement and education play a significant role in sustainable marketing efforts.…”

Section: Literature Reviewmentioning

confidence: 99%

Sustainability marketing strategies for the energy sector: Trends, challenges, and future directions

Durmus Senyapar

2024

Environ. Soc. Psychol.

View full text Add to dashboard Cite

This study delves into the complex dynamics of sustainable marketing within the energy sector, aiming to unravel the intersection of sustainability principles and marketing strategies that promote environmental stewardship, economic viability, and social equity. Through exploratory qualitative research, the study uncovers critical trends in sustainable marketing, addressing the challenge of aligning strategies with environmental, economic, and social goals. A strategic shift is observed in integrating renewable energy sources, emphasizing environmental benefits and global alignment with sustainability goals. Transparent communication and ethical practices are pivotal, fostering consumer trust and authentic storytelling and establishing a foundation for a trustworthy energy sector. The emphasis on energy efficiency solutions and digital marketing platforms contribute to an informed and empowered consumer base. Customizable energy solutions, incentive programs, collaborative campaigns, and sustainable branding enhance market appeal, reinforcing economic benefits and positioning companies as leaders in transitioning to a sustainable energy future. The critical findings highlight integrating renewable energy sources, a shift towards transparency and ethical marketing practices, promoting energy efficiency solutions, leveraging digital platforms, offering customizable solutions, and engaging in collaborative campaigns with sustainable branding. Synthesizing these findings, the study provides a holistic perspective on strategies contributing to a resilient and eco-conscious future in the energy sector. Energy companies can leverage these insights to refine marketing strategies, align with global sustainability goals, foster consumer trust, and position themselves as leaders in transitioning to a sustainable energy future.

show abstract

Section: Literature Reviewmentioning

confidence: 99%

Sustainability marketing strategies for the energy sector: Trends, challenges, and future directions

Durmus Senyapar

2024

Environ. Soc. Psychol.

View full text Add to dashboard Cite

show abstract

“…In addition, there are shifts in the perception and importance of cyber-bullying and brands are confronted with loud calls to adapt their platforms to facilitate safer online spaces (Bhagwat et al, 2020;Lee, 2021). Brands will be expected to stand up for what they feel is right to be viewed as authentic and transparent (Foscht et al, 2018;Liu et al, 2015Liu et al, , 2022Merlo et al, 2018), both for their values and their talent. Brand heroes may play a positive role in such efforts by ensuring online and offline brand conversations do not become toxic and brands are viewed as more transparent.…”

Section: Contribution To Marketing Practicementioning

confidence: 99%

A time for heroes? Conceptualization, development and validation of the brand hero scale

Lin

Foscht

Eisingerich

2023

EJM

View full text Add to dashboard Cite

Purpose Prior work underscores the important role of customer advocacy for brands. The purpose of this study is to explore the critical role customers can play as brand heroes. The authors developed and validated a measurement scale composed of properties that are derived from distinct brand hero motivational mechanisms. Design/methodology/approach The authors conducted one exploratory pilot, using semi-structured interviews, with industry and academic experts, and employed three main studies across varying brands and market settings. Findings This study explores and empirically demonstrates how the brand hero scale (BHS) is related to, yet distinct from, existing scales of opinion leaders, market mavens, attachment and customer advocacy. The six-item BHS demonstrates convergent, discriminant, nomological and predictive validity across several different brand contexts. Research limitations/implications This research extends the extant body of work by identifying and defining brand heroes, developing and validating a parsimonious BHS, and demonstrating how its predictive validity extends both to a range of key advocacy and loyalty customer behaviors. Practical implications The study provides provocative insights for marketing researchers and brand managers and ascertains the important role heroes may play for brands in terms of strong customer advocacy and loyalty behaviors. Originality/value Building on the theory of meaning, this study shows that identifying and working with brand heroes is of great managerial importance and offers critical avenues for future research.

show abstract

A New Framework for Evaluating Social Transparency Factors and Personal Brands in Social Networks

Liu

2023

Soc Indic Res

View full text Add to dashboard Cite

Building a competitive advantage based on transparency: When and why does transparency matter for corporate social responsibility?

Cited by 11 publications

References 20 publications

Sustainability marketing strategies for the energy sector: Trends, challenges, and future directions

Sustainability marketing strategies for the energy sector: Trends, challenges, and future directions

A time for heroes? Conceptualization, development and validation of the brand hero scale

A New Framework for Evaluating Social Transparency Factors and Personal Brands in Social Networks

Contact Info

Product

Resources

About