Abstract

This conference paper explores the distinctive nature of sustainable branding in the market research industry, focusing on its alignment with the Sustainable Development Goals (SDGs). Through an Inductive research approach for multi-faceted phenomena using a priori coding, the study investigates the impact of sustainable branding supported by big data and business analytics in the market research industry. Findings from semi-structured interviews with 38 industry professionals reveal that sustainable branding, aligned with the SDGs, enhances brand image, fosters customer loyalty, and provides a competitive advantage. The research highlights the relevance of sustainable branding in addressing social and environmental challenges outlined by the sustainability goals through SDGs. A new framework for sustainable branding in data-driven companies is presented, emphasizing components such as understanding customers' sustainability preferences, establishing clear sustainability goals, developing brand strategies, and targeted communication and product offerings. The findings provide valuable recommendations for leveraging sustainable branding, big data, and business analytics in market research.

Keywords: Sustainable branding, Inductive a priori Model, Sustainable Development Goals (SDGs), Brand Image, Big data, Business analytics, Market research industry.