Ethical consumerism as a key consideration for future brand strategy development in South Africa
نویسندگان
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.
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تاریخ انتشار 2008