Sustainable Marketing Communication to Boost Brand Authenticity: A Study with Reference to Fragrance Industry Al Khanjar

Key Points

• Findings reveal a strong link between sustainable marketing communication and brand authenticity.
• The effectiveness of programs on waste management was assessed among targeted women audiences.
• Analysis focused on communication strategies within the fragrance industry to promote waste management practices.
• Implications suggest that enhancing brand authenticity may require integrating sustainability into marketing efforts.

Abstract