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Mapping ethical branding for sustainability: a systematic bibliometric review of theory and practice

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dc.contributor.authorRosário, Albérico Travassos
dc.date.accessioned2026-02-23T15:41:35Z
dc.date.available2026-02-23T15:41:35Z
dc.date.issued2026
dc.description.abstractThis systematic bibliometric literature review investigates the intersection of ethical branding and sustainability by analyzing 30 scholarly contributions spanning diverse contexts, including corporate, city, and product branding. Using bibliometric techniques and thematic analysis, this review identifies the evolution of sustainability driven ethical branding, the role of green marketing, and the growing significance of digital transparency tools. The findings reveal an expanding emphasis on authenticity, stakeholder engagement, and accountability as central tenets of ethical brand value. This review also highlights challenges such as greenwashing, misaligned brand narratives, and gaps in measurable impact assessment. By outlining theoretical contributions, practical strategies, and a forward- looking research agenda, this study offers a foundational map for academics and practitioners seeking to align branding with sustainability and ethical imperatives in the 21st centuryeng
dc.identifier.citationRosário, A. T. (2026). Mapping Ethical Branding for Sustainability: A Systematic Bibliometric Review of Theory and Practice. In A. Ismail (Ed.), Ethical Marketing for Shifting Consumer Behaviors and Values (pp. 93-130). IGI Global Scientific Publishing. https://doi.org/10.4018/979-8-3373-6028-7.ch004
dc.identifier.doi10.4018/979-8-3373-6028-7.ch004
dc.identifier.isbn979-8337360300
dc.identifier.urihttp://hdl.handle.net/10400.26/61825
dc.language.isoeng
dc.peerreviewedyes
dc.relation.hasversionhttps://www.igi-global.com/gateway/chapter/402610
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.titleMapping ethical branding for sustainability: a systematic bibliometric review of theory and practiceeng
dc.typebook part
dspace.entity.typePublication
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85

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