期刊名称：Izvestiya: Journal of Varna University of Economics
印刷版ISSN：2367-6361
电子版ISSN：2367-6957
出版年度：2015
期号：4
页码：56
出版社：University of Economics Varna
摘要：Socially responsible branding" (SRB) is a category that is new for modern marketing, which is gaining ever greater popularity. Among the main reasons for that there can be men-tioned the considerable number of positive marketing effects, which the application of SRB carries. Maintaining high levels of consumer loyalty is one of these effects. By exerting influ-ence in three main areas - on the value of the brand, on the corporate reputation and the level of consumer satisfaction, SRB also influences the loyalty of consumers, and the latter is in turn a factor of strategic importance for the successful market realization of each company.
