Brand communities: Saving the Philippine Seas through upscaled retail items

College

College of Liberal Arts

Document Type

Conference Proceeding

Source Title

DLSU Arts Congress 2018

Publication Date

2018

Abstract

This study focuces on brand communities in consciousness-raising projects for the environment. This study will tackle two main concepts: upscaling and sustainability, particularly in a surfer run social enterprise called Tali Ti Amianan. This study will further examine 1) how brand communties are vis-a-vis in raising awarenss regarding oceanic and environmental sustaibality issues such as water pollution; 2) how the production of the upscaled items help empower local surfers specially during off season of surfi ng through providing food in their tables , keeping local surfers from illegal gambling, and empowers women in the community by their creativity.

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Disciplines

Environmental Studies | Marketing

Keywords

Retail trade—Environmental aspects—Philippines; Brand loyalty—Philippines; Sustainability—Philippines; Philippine Sea; Environmental protection—Philippines—Citizen participation

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