THE IMPACT OF SUSTAINABLE BRANDING USING BIG DATA AND BUSINESS ANALYTICS IN THE MARKET RESEARCH INDUSTRY

Abstract Aim: The research aimed to explore how sustainable branding and big data analytics could enhance brand equity and sustainability in the market research industry. It reviewed existing literature, analysed branding strategies of data-driven companies, identified key attributes for sustainable positioning, used qualitative research methods to investigate competitive advantage, and created a theoretical framework to demonstrate how sustainable branding could improve performance in data-driven companies using big data and analytics. Methodology: This research used qualitative methods for a systematic review of sustainability, branding, and business analytics in the market research industry. It involved semi-structured interviews with 38 senior managers and directors from 24 companies across 8 countries. Despite the impact of COVID-19 on data collection due to changes in working patterns, this study showcased the potential of modern qualitative methods such as the 'inductive a priori' model. It utilized advanced technologies and multi-disciplinary research to tackle complex industry concepts. The research sought to bring about sustainable change in the market research industry. Results: The results of the study indicated that sustainable branding was positively related to consumer behaviour, corporate reputation, and financial performance. Big data and business analytics offered valuable insights into consumer preferences, attitudes, and behaviour which helped companies to develop and manage successful sustainable branding strategies. The study provided a comprehensive framework for understanding the role of sustainable branding, big data, and business analytics in the market research industry. Contribution to knowledge: The contribution of the study lies in identifying the importance of sustainable branding and its relationship with big data and business analytics. The study highlighted the potential benefits of integrating sustainability practices into branding strategies and suggested practical implications for companies to adopt sustainable branding approaches. The findings of the study offered insights into the value of big data and business analytics in the market research industry and provided a basis for future research in this field.

Name dc:type.qualificationname

dba

Level dc:type.qualificationlevel

doctoral

Grantor dc:publisher.institution

University of Wales Trinity Saint David

Year dc:date.issued

2023

Author dc:creator

• Vishnuvinayak syamlal, Vishnu Syam

• H Gwyddorau Cymdeithasol (Cyffredinol)
• HD28 Rheoli. Rheoli Diwydiannol
• HF Masnach
• HN Hanes cymdeithasol ac amodau. Problemau cymdeithasol. Diwygiad cymdeithasol

Dc Identifier Grantnumber

UWTSD

OAI identifier oai:identifier

oai:repository.uwtsd.ac.uk:2804