Search Results (73)

This study employs a mixed-methods approach to examine the relationship between sustainability reporting and brand value in Türkiye’s most valuable brands. In the first phase, panel data regression analysis is utilized to evaluate the association between the presence of sustainability reports and firms’ brand values, with a focus on the impact of sustainability reporting on brand value over time. The findings showed that sustainability reports have a positive impact on brand value in four sectors among ten. These are construction, manufacturing, financial institutions, and wholesale & retail sectors. To better interpret these results, the second phase employs qualitative content analysis, utilizing Leximancer software (LexiDesktop 5) to analyze sustainability reports and identify evolving thematic patterns in reports across various sectors from 2020 to 2023. The results suggest that ESG reporting is evolving to become more comprehensive, multi-faceted, and responsive to sector-specific contexts, driven by heightened stakeholder attention and the continuous development of global standards. The findings provide insights into the role of sustainability reporting in shaping corporate brand value and highlight sector-specific trends in sustainability practices. Full article

Corporate Social Responsibility (CSR) has evolved from philanthropy to a strategic capability, but its role in recovering economies remains underexplored. This study examines how CSR strategies affect consumer perceptions in the Greek retail sector, where firms face fragile trust and constrained resources. Using survey data from 322 consumers, the research tested three drivers of CSR effectiveness: strategic integration into core business and community engagement, emphasis on sustainability-oriented initiatives, and localization to cultural and stakeholder expectations. Data were analyzed through exploratory factor analysis to validate the constructs, followed by hierarchical multiple regression to assess their influence on perceived CSR performance. Results showed that CSR embedded transparently into strategy had strong effects on consumers’ overall evaluations of CSR effectiveness, sustainability-oriented actions emerged as the most powerful predictor of perceived CSR performance, and localized initiatives enhanced trust and authenticity by signaling responsiveness to community needs. Perceived CSR performance was conceptualized as an integrative construct, capturing outcomes such as brand equity, consumer engagement, and loyalty in a unified evaluative measure. These findings suggest that CSR is a credible driver of consumer value even during economic recovery and that its effectiveness depends on authenticity, environmental relevance, and cultural fit. The study offers theoretical contributions by contextualizing CSR in fragile markets and provides practical guidance for retailers seeking resilience through responsible, strategically aligned practices. Full article

Amid rising sustainability demands, the automotive industry must understand how its Environmental, Social, and Governance (ESG) management influences consumer purchase decisions for high-involvement products. This study investigates this relationship by examining the mediating roles of brand value, perceived quality, and corporate trust. To test the research model, we analyzed survey data from Korean automotive market consumers using partial least-squares structural equation modeling. The findings reveal that governance transparency and social responsibility significantly enhance corporate trust and brand value, which are the primary drivers of purchase intention. In contrast, environmental initiatives do not directly foster trust, and the effect of perceived quality is fully mediated by brand value and corporate trust. This study advances value-driven consumption theory by demonstrating that non-financial ESG dimensions—especially governance and social responsibility—can supersede functional quality in shaping purchase decisions in high-involvement contexts. These findings suggest that automakers should prioritize governance and social initiatives as strategic levers to build trust and strengthen long-term consumer loyalty. Full article

Sustainability has become a key focus in the hospitality industry, with travelers increasingly seeking accommodations with strong environmental commitments. As part of this trend, many hotels are adopting green marketing strategies to improve their brand image and appeal to eco-conscious consumers. However, the challenge lies in ensuring that these strategies are perceived as genuine rather than as “greenwashing,” which undermines their effectiveness and harms the brand’s credibility. This study examines the impact of green marketing strategies on the brand image of 5-star hotels in Lima, Peru. A survey of 206 hotel clients reveals that the implementation of green marketing positively influences the perceived benefits, corporate image, trust, and loyalty associated with these establishments. The results highlight that younger generations, particularly Millennials and Generation Z, are more likely to value sustainability initiatives, making them an important target for hotels seeking to enhance their brand image through eco-friendly practices. The findings suggest that effective communication of sustainable practices and transparency are essential to avoid greenwashing and build customer loyalty. This research contributes to the limited knowledge on green marketing in the Peruvian hotel sector and provides insights for both hotel managers and researchers on the importance of integrating genuine sustainability efforts into their marketing strategies. Full article

This study explores the link between brand image and Net Promoter Score (NPS) in Iceland’s banking sector using data from three survey waves (2021, 2023, and 2025). While NPS is widely used to track customer loyalty, its relationship with brand image, especially in financial services, remains unclear. Drawing on repeated cross-sectional data (n = 1504), we examine how trust, corporate social responsibility, customer satisfaction, and perceived corruption relate to NPS across three major banks. Results show a consistently strong positive correlation (r > 0.5), with Arion Bank customers showing the highest association (r = 0.68). This suggests that customers with a positive image of the bank are far more likely to recommend it. The findings offer both theoretical and practical value: they reinforce the role of brand image in driving customer advocacy and support a more contextualized use of NPS in brand strategy and customer experience management. Full article

Under the background of green development and brand building, this article aims to explore the relationship between environmental regulation on corporate brand value and the mediating effect of green innovation, which can help enterprises build a synergistic mechanism between brand building and green development, and step into a benign track of high-quality development. Based on institutional theory and resource-based theory, this paper takes the 106 listed companies on the 2018–2022 consecutive list of China’s 500 Most Valuable Brands as a sample and constructs a two-way fixed-effects model to test the impact of heterogeneous environmental regulations on green innovation and corporate brand value. The empirical results showed that: (1) Command-based environmental regulation exhibits an inverted U-shaped relationship with brand value, as it compels enterprises to adopt environmental governance in the short term but gradually erodes productive resources and triggers negative environmental and reputational effects over the long term; market-based environmental regulation demonstrates a U-shaped relationship with brand value: while it crowds out production funds and shifts costs to consumers in the short term, the government’s “resource compensation” effects ultimately outweigh “compliance cost” pressures in the long run; (2) green innovation plays a partial mediating role in the impact of command-based environmental regulation on corporate brand value; (3) the impact of environmental regulations on corporate brand value is heterogeneous in terms of the nature of corporate ownership, life cycle, and location. The above findings provide a useful reference for the government to use environmental regulation tools flexibly, optimally adjust the environmental regulatory mechanism, and promote corporate brand building and green development. Full article

This study investigates how ESG (environmental, social, and governance) performance influences the corporate value of publicly listed sports companies in China, with a focus on the mediating role of intangible assets and the moderating effect of the policy environment. Analyzing panel data from 41 A-share sports firms over 2009–2023 using a two-way fixed-effects model, the findings reveal that a robust ESG performance significantly enhances corporate value by strengthening brand equity and optimizing resource allocation. Intangible assets, particularly brand value, serve as pivotal mediators in translating ESG efforts into market value. Furthermore, the policy environment plays a critical moderating role: state-owned enterprises (SOEs) exhibit amplified ESG-driven value creation due to stronger policy support and resource advantages. Robustness checks, including an instrumental variable analysis, reinforce the reliability of these conclusions, highlighting the interplay of ESG, intangible assets, and policy in driving long-term competitiveness within the sports sector. By addressing the unique dynamics of ESG in the sports industry, this research bridges a gap in the sector-specific literature and underscores ESG’s strategic importance in fostering sustainable business growth. The results provide actionable insights for corporate managers to align ESG strategies with brand development and for policymakers to design targeted frameworks that incentivize sustainable practices. Full article

As the complexity of modern-day retailing currently complicates businesses, a very key study area that has emerged is how sustainability initiatives can be complemented with brand equity and omnichannel operations. The specific purpose of this study is to investigate how brand equity mediates the relationship between sustainability practices and omnichannel operations—the focus being effective retail tactics in the current market. Sustainability, which includes social responsibility, environmental management, and moral business conduct, has become a key component of corporate strategy. In order to achieve operational efficiency and long-term profitability, businesses attempt to align with consumer values and address urgent societal issues through eco-friendly production methods, community participation, and sustainable sourcing. The study employs a quantitative research approach and uses the survey method to collect data from retail end users. This structured questionnaire was distributed to 474 adult consumers in Turkey and Cyprus, ensuring that the sample is representative at a 95% confidence level and a 5% margin of error. A simple mediation analysis was thus performed through ordinary least squares (OLS) path analysis to test the hypothesized mediating effect of brand equity. The result shows that brand equity partially mediates the relationship between sustainability and omnichannel performance, thus indicating that sustainability initiatives improve omnichannel effectiveness, both directly and indirectly, through strengthened brand perception. By demonstrating how multidimensional brand equity—which encompasses perceived quality, brand loyalty, brand awareness, and brand associations—influences customer behavior, the study adds something special to the body of current work. Full article

In current times, sustainability is paramount, and businesses are increasingly adopting renewable energy sources (RESs) and electric vehicle (EV) charging infrastructure to minimise their environmental impact and operational costs. Such a transition can prove challenging to multi-location businesses since each chain store functions under different constraints; therefore, the implementation of a corporate policy requires adaptations. The increased electricity demand associated with EV charging stations and their installation cost could prove to be a significant financial burden. Therefore, this study aims to investigate and develop strategies for effectively incorporating RES and EV charging stations into the operations of a supermarket chain in Crete. Monthly electricity consumption data, parking availability, and premise dimensions were collected for 20 supermarkets under the same brand. To achieve a more tailored approach to custom energy system sizing, the integration of energy storage coupled with a photovoltaic (PV) system was investigated, using the Moth–Flame Optimiser (MFO) to maximise the Net Present Value (NPV) of 20 years. The algorithm managed to locate optimal solutions that yield profitable installations for all supermarkets by installing the necessary number of PV units. Manual exploration around the solutions led to the optimal integration of energy storage systems with a total upfront cost of EUR 856,477.00 and a total profit for the entire brand equal to EUR 6,426,355.14. Full article

Can advertising improve firm value following an incident of negative sustainability (i.e., a negative environmental, social or governance (NESG) occurrence?) This study provides an empirical investigation into NESG, its individual domains, and the mitigating role of advertising on firm value. We investigate firm level ESG sustainability violations and any corresponding advertising expenditures, utilized to counter negative opinions. First, we examine whether an NESG occurrence reduces firm value. Next, we investigate if firms experiencing an NESG occurrence alter their advertising expenditures and assess the resulting impact of this advertising spending on firm value. Finally, we determine if certain NESG occurrences benefit more from advertising than others. Using a sample of firms which engaged in at least one NESG event between 1995 and 2019, we find that firms increase advertising as a way to engage in damage control. Increasing advertising expenditures to offset NESG occurrences ultimately impacts firm value. Specifically, increasing advertising helps to reduce the NESG occurrence’s effect on firm value, but the individual domains of ESG do not respond the same to advertising efforts, suggesting that advertising as a mitigation tool remains nuanced, with the greatest positive effect being for environmental crises, no significant effect for social crises, and a negative effect for governance crises. Full article

With the rise of the green economy and the increasing awareness of consumer sustainability, green marketing has become a global competition strategy adopted by the textile and apparel industry. This study explores key factors and challenges in green marketing to support the industry’s sustainable development. Using the PRISMA 2020 methodology, 54 studies were systematically reviewed to identify core themes: green marketing and branding, consumer behavior and green consumption, circular economy and sustainability, green supply chain management, and textile and fashion culture. The findings reveal that consumers’ understanding of green knowledge and corporate green branding strategies are key factors in the success of green marketing. This review integrates effective strategies for practitioners and new directions for future research. It also highlights the added value of green marketing in fostering sustainability and proposes a conceptual framework for industry application. By addressing gaps in existing research, this study provides actionable recommendations for bridging theory and practice in green marketing. Future research should investigate region-specific dynamics and further develop strategies to enhance the industry’s sustainability efforts. This work contributes to a deeper understanding of the interplay between green marketing and sustainable development in textiles and apparel. Full article

A management idea known as corporate social responsibility encourages businesses to incorporate social and environmental considerations into their daily operations and relationships with stakeholders. The purpose of this research is to identify the aspects that influence customers’ perceptions of a brand’s commitment to social responsibility and their subsequent intentions to purchase. The theoretical model proposed draws on numerous theories of consumer behavior, including the perceived value theory, the corporate identity theory, and the theory of planned behavior. A survey was then given to 280 users in Pakistan afterwards. Later, structural equation modeling was used to evaluate the suggested model. It was discovered that customer satisfaction, brand loyalty, and brand admiration mediated the relationship between CSR and CSR-related purchase intent. In conjunction with service quality, CSR practices increase customer satisfaction. The effect of customer satisfaction on CSR purchasing intent is also mediated by brand loyalty and brand admiration. This study backs consumer behavior theories by elucidating the lagged and immediate indicators of CSR purchasing intent. CSR may result in customer satisfaction if implemented intelligently to meet its objectives. Customer satisfaction is a requirement for customers to be ready to pay for CSR. Full article

The objective of this study was to investigate how perceived benefits and risks affect perceived value, as well as to examine the relationship between perceived value, consumer–brand relationships, and loyalty. The study examines the moderating effects of environmental, social, and governance (ESG) performance on the abovementioned relationships by applying a value-based adoption model. An online survey was conducted with consumers who used a food-delivery-service platform, totaling 754 participants. The SPSS 27 statistical package and SmartPLS 4.0 were used to test the research hypotheses, as well as to verify the moderating effects. The results indicate that product quality and specialization have positive effects on perceived value; however, delivery convenience does not. The analysis also found that perceived risk factors associated with delivery-service platforms, specifically, delivery risk, delivery security, and product heterogeneity, have positive effects on perceived value. These results imply that perceived value is linked to consumer perceptions of perceived benefits or risks and is closely related to the formation of customer–brand relationships with delivery platform companies. In addition, it was found that consumer–brand relationships formed in this way act as a decisive factor in the formation of corporate brand loyalty. ESG activity was found to play an important role in moderating the relationship between product quality and specialization, which are factors regarding perceived benefits and value. The ESG performance of delivery-service platforms plays a moderating role in the relationship between perceived value, consumer–brand relationships, and brand loyalty. The results of this study contribute to the development of strategic guidelines for marketers seeking to establish delivery-service platforms. Full article

As an important asset of an enterprise, brand value reflects its competitive position in the market. With the proposed goal of “carbon peak” and “carbon neutrality”, the development of enterprises is paying more and more attention to ESG performance (that is, the performance of enterprises in environmental, social and governance aspects), and the attention of brand management is slowly shifting away from traditional products and markets into being green and sustainable. In order to verify the relationship between ESG performance and brand value, this study takes Chinese A-share listed enterprises from 2012 to 2021 as research samples to reveal the mechanism of ESG performance’s impact on brand value. The results show that ESG performance can significantly improve brand value, indicating that the investment in ESG will ultimately affect brand value. The mediation mechanism analysis shows that R&D innovation plays a mediating role in the relationship between the two. A heterogeneity analysis shows that the ESG performance of state-owned enterprises and large enterprises has a stronger promoting effect on brand value, while small enterprises do not show heterogeneity. The research results provide new evidence to reveal the impact of ESG performance on brand management, and have reference significance for ESG construction, brand marketing innovation, and corporate green innovation. Full article

Social media is an important driver of firm success by providing an avenue for stakeholder engagement. Operating in a highly complex and competitive environment, firms in the ship management industry can utilise social media platforms to engage with their stakeholders, which can enhance stakeholder satisfaction and loyalty. However, stakeholder engagement rates can vary, with some posts generating more engagement than others. Drawing on the perceived value and word-of-mouth psychological motivation theories, this study introduces a theoretical model to identify and examine factors influencing stakeholder engagement on LinkedIn in the ship management industry. A hierarchical regression analysis is conducted on the posts of ten ship management firms to study the influence of content type and message characteristics variables on engagement rates. The results revealed nine variables that can significantly influence stakeholder engagement. They are links, corporate brand names, call-to-actions, message length, tangible resources, social content, emotional content, first-person texts, and emojis. The findings provide recommendations for firms in the ship management industry in terms of the message strategies to incorporate into their posts to encourage higher engagement rates. This study also enriches literature for stakeholder engagement on social media. Full article