Marketing Projections of Socially Responsible Branding on Consumer Loyalty
Marketing Projections of Socially Responsible Branding on Consumer Loyalty

Summary/Abstract: The current market reality is strongly influenced by the development of the concepts of "sustainable development" and "Experience economy". The latter forms a new business model – B2H (Business to human) – a human-centered business. Together with the increasing percentage of sophisticated customers, this is becoming a serious challenge for the businesses. In this context, socially responsible branding is positioned as a relevant tool that serves, on the one hand, to satisfy the pursuit of social, economic and environmental justice, and on the other hand, makes the relationship "company-client" to be a form of experience beyond the rational framework of market exchange. The study presents an author's model of the marketing projections of the application of socially responsible branding. In a mirror perspective – in terms of end-users and business, the relationships between the individual constructs of the model have been empirically tested with an emphasis on exploring the possibilities of socially responsible branding to influence the level of consumer loyalty, which is often considered a priority goal for companies. In conclusion, specific arguments are formulated for the practical applicability and significance of such a study.

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