Exploring the concept of brand sustainability: comprehending its importance and implications
Ivelina Kulova,
Valentina Nikolova-Alexieva
Abstract:This study investigates the evolving role of sustainability as a catalyst for consumer behavior. This article aims to provide a clear comprehending of the concept of sustainability, elucidate its practical applications, and explore how these principles can be effectively integrated into both traditional business models and the realm of e-commerce. It underscores how sustainable initiatives are influencing immediate buying choices and molding brand perceptions, consequently affecting long-term performance. Draw… Show more
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