Brand Sustainability Transformation in Carbon-Intensive B2B Industries

1. Introduction.- 2. Theoretical Foundation.- 3. Study 1: Identifying the Current Status and Challenges of B2B Sustainability Branding.- 4. Study 2: Understanding the Drivers of Brand Sustainability Perceptions.- 5. Study 3: Overcoming Perception Challenges with Brand Transformation Strategies.- 6. Overall Discussion and Conclusion.

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• Comunicação e apresentação do negócio
• Estudos de comunicação
• Vendas e marketing
• Sustentabilidade

CO2-intensive industries;corporate reputation;Schema Theory;branding;brand management;brand transformation;perception gap;communication strategy;corporate brand management;sustainability perception;Sustainability Communication;Transformation Strategy;Value Chain;B2B Marketing;Sustainable Brands