Full Article: PDF
Scientific Object Identifier: http://s-o-i.org/1.1/TAS-12-92-5
DOI: https://dx.doi.org/10.15863/TAS.2020.12.92.5
Language: English
Citation: Ataniyazova, Z. K. (2020). Management of brands: can new type of brand exist?. ISJ Theoretical & Applied Science, 12 (92), 20-28. Soi: http://s-o-i.org/1.1/TAS-12-92-5 Doi: https://dx.doi.org/10.15863/TAS.2020.12.92.5 |
Pages: 20-28
Published: 30.12.2020
Abstract: If green brands can successfully exist by addressing environmental issues in developed countries where environmental consciousness is high, is there a potential for the existence of a newly created CSR brand that aims to deliver socio-economic benefits in the developing countries? The current paper examined the potential of newly created CSR brand that aims to provide socio-economic benefit in the societies where socio-economic problems prevail over environmental. New CSR Brand potential was evaluated by metrics developed by GFK research agency – Brand Potential Index. Within-subjects experiment was utilized in evaluating newly created CSR brand against a regular brand. Anonymous 273 responses were received in an online setting. Developed hypotheses were tested in the scope of one-way ANOVA, independent t-test and frequency scores. Results indicate an overall sound potential for the new CSR brand type to exist in developing countries successfully. Further findings suggest some significant differences between the new CSR brand in comparison to regular. Additionally, gender, income and concept clarity level was identified to significantly affect the preference of the new brand type, as opposed to age and education, where no significant impact was found. As there is no name for the new CSR brand type, it is suggested to name it a yellow brand – as yellow is the color for positive emotions and hope. Current study findings will be beneficial for business people and brand managers who are searching for differentiated brand positioning ideas for consumer products in developing countries that can make a difference in people’s lives.
Key words: management of brands, yellow brand, CSR brand, CSR, brand positioning, develops new brand.
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