Brand management and sustainability: exploring potential for the transformative power of brands

The aim of this Special Edition six papers is to advance our knowledge the role that brands can adopt in meeting various objectives sustainability. Each article advances important insights on complementary aspects sustainability and branding which we frame around a capabilities framework reflects dynamic need meet shifting societal expectations. Specifically, highlight critically research, understand communicate effectively key audiences before investing or corporate social responsibility (CSR). represents one more capabilities. first capability achieving relevant brand fit values—whether via green environmentalism, establishing impressions, through adopting types CSR whose effectiveness might vary between luxury mass-market brands. second acquiring sensitivity worldview beliefs careful framing impact differentially commitment attitudes. third alignment stakeholder values collaboration. Finally, suggest future research directions sustainable practices, including studies into internal how different groups stakeholders interact with