Co-branding as a strategic factor in achieving a sustainable brand image: managerial and theoretical implications from a literature review

Purpose This paper aims to comprehensively and systematically review and analyse the use of endorsement co-branding and label co-branding strategies in the creation of a sustainable brand image. It concludes by identifying potential topics for future research. For marketing managers, this paper offers a normative guideline for managing the speed–stability trade-off in establishing a sustainable brand image. Design/methodology/approach This paper presents a systematic literature review of 38 journal articles published between 2012 and 2026. It offers an in-depth analysis of important literature related to the development of a sustainable brand image. Findings This paper develops a theory-driven conceptual framework that identifies four strategic factors crucial for the development of a sustainable brand image and proposes potential research topics associated with each factor. Research limitations/implications The implication of this paper is to broaden the scientific understanding of sustainable marketing, and report that a systematic and credible development of a sustainable brand image can contribute significantly to the brand value. Practical implications This paper outlines essential actions for managers to effectively establish a sustainable brand image, prioritizing them by importance. Social implications The findings facilitate wider societal engagement with sustainability in marketing. Originality/value The research provides a comprehensive and insightful analysis of the important co-branding literature relevant to sustainable marketing and offers an up-to-date research agenda for co-branding researchers.