Ethical consumerism as a key consideration for future brand strategy development in South Africa

نویسندگان

  • D. H. Tustin
  • D. de Jongh
چکیده

Prof. D.H. Tustin is in the Bureau of Market Research and Prof. D. de Jongh is in the Centre for Corporate Citizenship at the University of South Africa. E-mail: [email protected]. Ethical consumerism as a key consideration for future brand strategy development in South Africa 25 consumers residing in major metropolitan areas of South Africa. More specifically, the article investigates statistically significant differences in ethical purchasing behaviour between central and peripheral metropolitan areas of South Africa. A total of ten ethical purchasing behaviour aspects is analysed to determine the nature and extent of ethical behaviour in South Africa and to test statistically significant differences between central and peripheral metropolitan areas. Against this background, the article conceptualises corporate citizenship as a key business strategy in building competitive brands, brand reputation and value, and sustainable business. In fact, the article introduces the new concept of ‘brand backcasting’, which is referred to as brand strategy development across all phases of a brand’s/product’s lifecycle.

برای دانلود رایگان متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

منابع مشابه

Ethical, legal and social issues in the context of the planning stages of the Southern African Human Genome Programme.

As the focus on the origin of modern man appears to be moving from eastern to southern Africa, it is recognised that indigenous populations in southern Africa may be the most genetically diverse on the planet and hence a valuable resource for human genetic diversity studies. In order to build regional capacity for the generation, analysis and application of genomic data, the Southern African Hu...

متن کامل

Development of system decision support tools for behavioral trends monitoring of machinery maintenance in a competitive environment

The article is centred on software system development for manufacturing company that produces polyethylene bags using mostly conventional machines in a competitive world where each business enterprise desires to stand tall. This is meant to assist in gaining market shares, taking maintenance and production decisions by the dynamism and flexibilities embedded in the package as customers’ demand ...

متن کامل

“You Travel Faster Alone, but Further Together”: Learning From a Cross Country Research Collaboration From a British Council Newton Fund Grant

Providing universal health coverage (UHC) through better maternal, neonatal, child and adolescent health (MNCAH) can benefit both parties through North–South research collaborations. This paper describes lessons learned from bringing together early career researchers, tutors, consultants and mentors from the United Kingdom, Kenya, and South Africa to work in multi-disciplinary teams in a capaci...

متن کامل

ملاحظات اخلاقی

Background: Global distribution of diseases in recent years has shown that health problems are no longer limited to the geographical borders of a country but are a global. Establishing international research collaboration has been highlighted as an appropriate strategy for confronting health problems. The possibility of exploitation of human subjects and also research capacity in developing c...

متن کامل

ذخیره در منابع من


  با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید

عنوان ژورنال:

دوره   شماره 

صفحات  -

تاریخ انتشار 2008