When: April 16, 2020, 11.00 am
Duration: 1,5 hours
Where: online, MS Teams
Recommendedfor: doctoral students and academic staff
Working language: English
Participation: registration required.
Sustainable development values are gaining in importance not only in the light of social marketing, but also as a promising competitive advantage for business actors. A brand, understood by many authors as a promise signal, is a powerful mediator in the seller-buyer interface. A special place among brands is occupied by private labels, since they are at a minimum distance from the consumer and are obliged to take responsibility for the products sold to the consumer. Gradually, the strength of many private labels became comparable to the strength of manufacturers' brands, which ensured the growth of trust and loyalty of the latter to private labels, which even began to be called private brands. Since the relevance of the values of sustainable development has been actively promoted around the world for more than half a century, the acquisition of the sustainability attribute by a brand enhances its value.
Transforming private labels into sustainability brands is an extremely complex socio-economic phenomenon. The said complexity stems from the fact that branding per se, using knowledge from many disciplines, must now consider the intersection of the subject domains of social, economic, and environmental knowledge that determine the values of sustainable development. In addition, the import of marketing knowledge from the English-speaking environment creates a problem of the adequacy of corresponding terminology. Therefore, the choice of approach to the research methodology is so important.
Reviewing the relevant literature has shown the need for a combination of ontological and interdisciplinary approaches. The first is to build an adequate picture of sustainability branding (in particular, by building a terminological ontology for sustainability branding). The second is the expansion of the array of sources and the formation of interdisciplinary research teams to explore sustainability branding.
This combined approach was used to build a model of empirical research on sustainability branding, during which it was concluded that further research needs to go beyond the CSR “seller-consumer” interface.
Finally, an assumption will be made about the possibility of using a research model, tested in the case of branding, in the field of political marketing (in particular, to determine the students' perception of the values of socio-political development and attitudes towards geopolitical socialization).
Evgeny Yu. Blagov
Candidate of Economic Sciences, Senior Lecturer at the Department of Information Technologies in Management, Leading expert of the EduNet research group of the National Technology Initiative.
Yulia A. Semenova
GSOM SPbU Research Support Department
Tel.: +7 (812) 323 84 53