Building Brand Loyalty through Social Engagement: analysing the process of value co-creation in cross-sector partnerships. Insights from the “Raggi di vite” Social Sustainability Project

Abstract

This master’s thesis investigates the intricate relationship between sustainability, corporate social responsibility (CSR), and brand management, emphasizing the significance of cross-sector partnerships in fostering social change. With a particular focus on the innovative “Raggi di vite” project — a collaboration between the Zonin1821 group, a prominent player in the Italian wine industry, and Radio Magica Onlus, a nonprofit dedicated to enhancing accessibility and inclusivity for children and young adults — this research illustrates how businesses can effectively leverage their resources and expertise to contribute positively to societal welfare while enhancing their own competitive advantage. Drawing from a comprehensive literature review, the research first delineates the evolution of sustainability as a multifaceted phenomenon that encompasses environmental, economic, and social dimensions. It frames CSR not only as a moral obligation but as an essential strategic necessity for modern businesses. The dissertation then employs a robust quantitative methodology to assess the impact of the “Raggi di vite” initiative on key marketing-related constructs, including brand image, purchase intention, and brand loyalty. Utilizing a carefully designed causal model, the study reveals how consumers’ attitudes toward sustainability initiatives significantly influence their purchase behaviours and brand loyalty. The findings underscore the value of co-created initiatives in achieving mutual benefits for organizations and society, also suggesting pathways for future investigations into the broader implications of social sustainability projects. Ultimately, this dissertation aims to provide both theoretical insights and practical recommendations for companies seeking to navigate the challenges and opportunities of integrating sustainability into their business practices, thus laying the groundwork for ongoing efforts towards a more socially equitable and sustainable future.