Sustainable marketing strategies and corporate image in Mwene-Ditu
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This dissertation analyzes the impact of sustainable marketing strategies on the brand image of local businesses in Mwene-Ditu, DRC. Through a survey of 96 companies, the study reveals a still marginal adoption of sustainable marketing, hampered by a lack of skills, institutional support and communication. However, the results show that a well-structured, authentic approach can strengthen customer loyalty and improve brand perception. The author proposes a conceptual framework integrating environmental, social and economic dimensions, and formulates concrete recommendations for companies and l...
This dissertation analyzes the impact of sustainable marketing strategies on the brand image of local businesses in Mwene-Ditu, DRC. Through a survey of 96 companies, the study reveals a still marginal adoption of sustainable marketing, hampered by a lack of skills, institutional support and communication. However, the results show that a well-structured, authentic approach can strengthen customer loyalty and improve brand perception. The author proposes a conceptual framework integrating environmental, social and economic dimensions, and formulates concrete recommendations for companies and local authorities.
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