Mariya Georgieva
SOCIALLY RESPONSIBLE BRANDING IN THE CONTEXT
OF THE CONCEPT OF CUSTOMER RELATIONSHIP MANAGEMENT
Summary:
“Socially responsible branding” is a relatively new category in contemporary marketing, formed as a result of the integration of the principles of branding with the Corporate Social Responsibility (CSR) ideology, seen as a strategy for achieving sustainable development.
Research results show that with the advent of the "sophisticated" customer segment and reconceptualization of marketing activities, “socially responsible branding” could play a key role in managing relationships with these customers and can be a factor in forming and maintaining their loyalty.
This study aims to identify the role of “socially responsible branding” in the different stages of the customer relationship management process. For this purpose, the conceptual nature of the category "socially responsible branding" has been clarified by the proposed author's definition. The evolution in the transition from relationship marketing to customer relationship management has been systematized. On this basis, the role of the “socially responsible branding” in each phase of this process - creation, development, maintenance and, in certain circumstances, termination of the client-company relationship is commented.
