Sustainability as a brand power factor in the women's and men's assessment

PURPOSE: The authors' intention is to indicate the growing interest and importance of sustainability in the overall brand image from a strategic perspective. Identifying and assessing brand commitment to sustainability according to consumer gender is of particular interest. The assessment of brand communication methods that are socially engaged is included.DESIGN/METHODOLOGY/APPROACH: The article presents a research approach based on a literature query and empirical research. Beginning with the essence and areas for brands' involvement in sustainability, the focus was on the elements determining brand power and the conditions for building brand power in this context. The empirical research was conducted by a diagnostic survey method using a questionnaire survey on a representative sample of 1000 respondents. The test results were statistically processed using the MannWhitney U test.FINDINGS: The research result analysis shows differences in the significance assessment of brands' commitment to sustainability between men and women. The perception of sustainability as a brand strength element, image or business strategy also differs. The empirical material analysis additionally shows divergent assessments of men and women towards communication methods and tools of the sustainability idea as a brand attribute.PRACTICAL IMPLICATIONS: The obtained research results allow us to formulate practical implications for brands concerning brand power elements identification, brand image shaping, and communication methods regarding commitment to sustainability in terms of consumers' gender. The conducted research can be used, in a causal perspective, as an attempt to compose a model approach to brand success factors in a strategic perspective.ORIGINALITY/VALUE: This study borrows from the existing research on market orientation, branding and brand management to argue that organizations are required to verify the real brand expectations regarding commitment and implementation of sustainability concepts. When managing a brand, organizations should strive to communicate socially relevant values and ideas for sustainability in an appropriate and consistent manner.peer-reviewe