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Branding and Leadership in the context of Circular Economy
Manuela Epure, Rocsana TONIS (BUCEA-MANEA)

Last modified: 2017-11-29

Abstract


In the current context of globalization, economic and environmental crisis,  the companies must reduce the costs, being at the same time highly competitive and flexible to the market request and changes and acting protective toward the environment. This is not a very easy target to reach. Having in mind all these limitations, the paper analyses the branding - leadership interaction. Literature review led at a Branding Leadership Model that seems to be incomplete. Analyzing Eurostat data through a regression model we demonstrate that online branding and green branding are components to be included in the model.

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[1]2 Spiru Haret UNiversity, 13 Ion Ghica street, Alexandria, 030045, Romania, Tel: +40 21 4551000, Fax: + 40 4551000, Email: mepure.mk@spiruharet.ro

 


Keywords


branding, leadership, circular economy

References


[1] Aaker, D.,  Joachimsthaler E.- Brand Leadership Model, The Free Press, 2000, New York

[2] Cullen,j.  Internet Marketing Know HOW for B2B Implementing B2B Digital Marketing and Social Media Promotion, 2017,  https://marketing4optimization.com/consulting-services/

[3] Fauziah Sh. Ahmad, Farzana Quoquaba, Rohaizat Bahruna, Mohamad Naqiuddin Md Mansorb, (2014), Branding Leadership in Malaysian SMEs, Procedia - Social and Behavioral Sciences 130 54 – 58

[4] Keller, K. L. and P. Kotler, (2006). Marketing Management. (12th Ed.). New Jersey: Pearson Prentice Hall

[6] Murin I., Marková I., Zelený I., Jaďuďová J., (2015), Green Marketing as a Tool Influencing Consumerś Behavior: Slovak Case Study of Regional Mark Preference, Procedia Economics and Finance, 34, 260-267;

[7] Osman A., Othman Z. H., Salahudin S. N., Abdullah M. S. (2016), The Awareness and Implementation of Green Concepts in Marketing Mix: A Case of Malaysia, Procedia Economics and Finance, 35, 428-433;

[8] 2011 by Brad VanAuken (https://www.slideshare.net/4isps/building-brand-leadership)

[9] Ulrich D and Smallwood N, (2007). Building A Leadership Brand. Integral Leadership Review. Vol VII, No. 4


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