[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-1-en-105":3,"doc-seo-201129-105":53,"doc-detail-201129-en":126},{"code":4,"msg":5,"data":6},0,"success",[7,14,19,24,29,34,39,44,49],{"id":8,"doc_module":9,"doc_module_name":10,"category_name":11,"show_sort_weight":12,"slug":13},11,1,"Template","Presentations",90,"presentations",{"id":15,"doc_module":9,"doc_module_name":10,"category_name":16,"show_sort_weight":17,"slug":18},12,"Resumes",80,"resumes",{"id":20,"doc_module":9,"doc_module_name":10,"category_name":21,"show_sort_weight":22,"slug":23},14,"Invoices",70,"invoices",{"id":25,"doc_module":9,"doc_module_name":10,"category_name":26,"show_sort_weight":27,"slug":28},15,"Posters",60,"posters",{"id":30,"doc_module":9,"doc_module_name":10,"category_name":31,"show_sort_weight":32,"slug":33},16,"Social Media",50,"social-media",{"id":35,"doc_module":9,"doc_module_name":10,"category_name":36,"show_sort_weight":37,"slug":38},17,"Forms",40,"forms",{"id":40,"doc_module":9,"doc_module_name":10,"category_name":41,"show_sort_weight":42,"slug":43},18,"Letters",30,"letters",{"id":45,"doc_module":9,"doc_module_name":10,"category_name":46,"show_sort_weight":47,"slug":48},21,"Paper Templates",5,"papers-templates",{"id":50,"doc_module":9,"doc_module_name":10,"category_name":51,"show_sort_weight":4,"slug":52},158,"General","general-158",{"code":4,"msg":54,"data":55},"ok",{"site_id":56,"language":57,"slug":58,"title":59,"keywords":60,"description":61,"schema_data":62,"social_meta":119,"head_meta":121,"extra_data":123,"updated_unix":125},105,"en","enhancing-brand-equity-through-sustainability-waste-recycling","Enhancing Brand Equity through Sustainability - Waste Recycling","","Unlike prior research that frames reverse marketing from a purchasing lens, this study treats managers’ waste recycling efforts as an authentic sustainability initiative and examines how these actions spill over into brand equity. Efficient recycling of products via brand-led reverse marketing is argued to signal sincere commitment to sustainable business practices and strengthen market equity. A business-to-business perspective integrates waste recycling and management with reverse marketing and proposes engagement of business customer firms as a procedural mechanism for success.",{"@graph":63,"@context":118},[64,80,101],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,71,74,77],{"item":68,"name":69,"@type":70,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":72,"name":10,"@type":70,"position":73},"https://docshare.wps.com/template/",2,{"item":75,"name":51,"@type":70,"position":76},"https://docshare.wps.com/template/general/",3,{"item":78,"name":59,"@type":70,"position":79},"https://docshare.wps.com/template/enhancing-brand-equity-through-sustainability-waste-recycling/201129/",4,{"url":78,"name":59,"@type":81,"image":82,"author":87,"headline":59,"publisher":90,"fileFormat":93,"inLanguage":57,"description":61,"dateModified":94,"datePublished":95,"encodingFormat":93,"isAccessibleForFree":96,"interactionStatistic":97},"DigitalDocument",{"url":83,"@type":84,"width":85,"height":86},"https://docshare.wps.com/thumbnails/enhancing-brand-equity-through-sustainability-waste-recycling/201129.png","ImageObject",442,249,{"name":88,"@type":89},"Mason","Person",{"url":68,"name":91,"@type":92},"DocShare","Organization","application/vnd.openxmlformats-officedocument.wordprocessingml.document","2026-09-26","2026-09-04",true,{"@type":98,"interactionType":99,"userInteractionCount":79},"InteractionCounter",{"@type":100},"ViewAction",{"@type":102,"mainEntity":103},"FAQPage",[104,110,114],{"name":105,"@type":106,"acceptedAnswer":107},"How does the study redefine reverse marketing in the context of waste recycling?","Question",{"text":108,"@type":109},"It recognizes reverse marketing as a genuine effort by managers to promote sustainability by intentionally managing waste, rather than viewing it only from a purchasing perspective.","Answer",{"name":111,"@type":106,"acceptedAnswer":112},"Why is efficient recycling through reverse marketing linked to brand equity?",{"text":113,"@type":109},"Efficient recycling is presented as evidence of a brand’s sincere intent to adopt sustainable business practices, which enhances brand equity in the marketplace.",{"name":115,"@type":106,"acceptedAnswer":116},"What role do buyer–seller agreements and business customer firms play in the proposed mechanism?",{"text":117,"@type":109},"The study emphasizes that regulatory and non-regulatory B2B agreements with due diligence improve waste management effectiveness, and that engaging business customer firms within a recycling mechanism drives the success of reverse marketing for brand equity.","https://schema.org",{"og:url":78,"og:type":120,"og:title":59,"og:site_name":91,"og:description":61},"article",{"robots":122,"canonical":78},"index,follow",{"doc_id":124,"site_id":56},201129,1790416570,{"code":4,"msg":5,"data":127},{"doc_id":124,"user_id":128,"nickname":88,"user_avatar":129,"doc_module":9,"category_id":50,"category_name":51,"doc_title":59,"doc_description":61,"doc_content":130,"file_id":131,"file_url":132,"file_type":133,"file_size":134,"view_count":79,"is_deleted":4,"is_public":9,"is_downloadable":9,"audit_status":9,"page_count":135,"language":136,"language_code":57,"site_id":56,"html_lang":57,"table_of_contents":137,"faqs":138,"seo_title":139,"seo_description":61,"update_tm":140,"read_time":141},5909887256941,"https://ap-avatar.wpscdn.com/davatar_9964176cb1d06d4a9deccf72a44ae3dc","Enhancing Brand Equity through Sustainability: Waste Recycling\nSuraksha Gupta\nSenior Lecturer\nKent Business School\nUniversity of Kent, UK\nEmail: \u0013 HYPERLINK \"mailto:suraksha.gupta@gmail.com\" \u0014suraksha.gupta@gmail.com\u0015\nAbstract\nUnlike many of existing research studies that explain reverse marketing from a purchasing perspective, this study recognises it as an honest effort made by managers aiming to promote sustainability by purposefully managing waste and discusses the spill over effect of their initiatives on brand equity.  It argues that efficient recycling of products through reverse marketing by a brand demonstrates its sincere intent to adopt sustainable business practices and enhances its equity in the marketplace.  A business-to-business viewpoint has been used to combine knowledge about waste recycling and management through reverse marketing based on the unpretentious operations and management practices.   The propositions reflect on the criticality of engaging business customer firms in a procedural mechanism of recycling for increase in brand equity as the success of reverse marketing.  A comprehensive adoption of an initiative like waste management through reverse marketing by a brand highlights how sustainability initiatives can create value for the customers of the brand and ultimately drive brand equity.\nKeywords: Sustainability, Reverse Marketing, Brand Value, Brand Equity and India.\n\u000f\nIntroduction\nEuropean Union (EU) regulations hold international sellers responsible for honestly promoting sustainability through recovery and disposal of waste (Salzman, 1997).  The waste management framework identified by EU also highlights role of buyer–seller agreements in improving effectiveness of waste management processes by reflecting on the economic and social viability of recyclable products (Rosen et al. 2002; Yia-Mella et al. 2014). Simultaneously, satisfying regulatory requirements related to management of waste in an international context through non-regulatory business-to-business (B2B) agreements between buyers and sellers with due diligence demonstrates the sensitivity of a manufacturer to critical issues related to sustainability (Chave, 2003; Quayle, 2002; Lehr et al., 2013).  But, the gap between aspirations of two firms can influence their honest adoption of sustainability oriented business practices, thereby eroding the brand equity.  Infamous exit of IBM out of Indian market in 1978 is an appropriate example of a failure of business relationship due to non-compliance and non-transparency in its recycling practices (Sharma, 2011).   As explained by Sharma (2011), IBM was accused of supplying old technology and refurbished hardware in Indian market at very high prices.  However, IBM returned to India through a business-to-business agreement in 1992.  Extant marketing literature reflects on such agreements as relationship between two firms managed for mutual benefits recognised as value earned by both from relationship (Handfield and Bechtel, 2002; daCruz et al. 2014).\nThe need for value creation from sustainability-driven business practices for buyers encourages sellers to consider activities like returns, waste and scrap management from a commercial viewpoint (Meade et al., 2007; Long, 2008; Linton et al. 2007; Hazen et al. 2014).  Embedding business practices into sustainability principles helps companies to reap the benefits from value generated through B2B engagements and leads to superior commercial performance while developing perceptions of competitiveness (Schau et al., 2009). Previous marketing researchers have taken a macro view of the value contributed by sustainability initiatives to buyer–seller agreements as superior business performance (Gupta and Kumar, 2012; Wei et al. 2014) and have failed to adopt a micro view of sustainability-oriented business practices when embedded into a B2B marketing context. Existing studies such as Sharma (2002); Sharma and Sheth (2004) and Blenkhorn and Banting (1","cbCait9af7bI5reY","https://ap.wps.com/l/cbCait9af7bI5reY","docx",173132,25,"English","# Introduction\n## Regulatory background and buyer–seller agreements\n## Value creation through sustainability-driven B2B practices\n## Research gap and study purpose","[{\"question\":\"How does the study redefine reverse marketing in the context of waste recycling?\",\"answer\":\"It recognizes reverse marketing as a genuine effort by managers to promote sustainability by intentionally managing waste, rather than viewing it only from a purchasing perspective.\"},{\"question\":\"Why is efficient recycling through reverse marketing linked to brand equity?\",\"answer\":\"Efficient recycling is presented as evidence of a brand’s sincere intent to adopt sustainable business practices, which enhances brand equity in the marketplace.\"},{\"question\":\"What role do buyer–seller agreements and business customer firms play in the proposed mechanism?\",\"answer\":\"The study emphasizes that regulatory and non-regulatory B2B agreements with due diligence improve waste management effectiveness, and that engaging business customer firms within a recycling mechanism drives the success of reverse marketing for brand equity.\"}]","Enhancing Brand Equity through Sustainability - Waste Recycling | DOCX",1788524225,9]