The Role of Sustainability in Brand Equity Value in the Financial Sector

Samer Ajour El Zein, Carolina Consolacion-Segura and Ruben Huertas-Garcia
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Samer Ajour El Zein: School of Business Administration, Technical University of Catalonia, Barcelona C. Jordi Girona 1-3, 08034 Barcelona, Spain
Carolina Consolacion-Segura: School of Telecommunications Engineering, Technical University of Catalonia, Barcelona C. Jordi Girona 1-3, 08034 Barcelona, Spain
Ruben Huertas-Garcia: Economics and Business Administration Department, University of Barcelona, Avenida diagonal 690, 08034 Barcelona, Spain

Sustainability, 2019, vol. 12, issue 1, 1-19

Abstract: The behavior of firms is changing as new kinds of businesses evolve. In particular, companies are now seeking to optimize their value, especially their intangible value—referred to as brand equity value—which has many behavioral drivers. The analysis of brand equity determinants in the financial sector (e.g., ethical investments, sustainability and firm behavior) has received little attention. The methodology used in this study included the collection of information from publicly listed companies, followed by the execution of a statistical analysis to study the correlations between brand equity values and their determinants. We aimed to close this gap by raising the awareness of the positive impacts of sustainable investments in the financial sector and the need for a managerial implementation model to build a sustainability-oriented brand value. The objective of this research was to examine the relationships between elements such as sustainability scores or diversity measures and firms’ brand value. Considering sectoral and regional effects, we observed a positive relationship between environmental and social governance scores and brand equity value.

Keywords: sustainability; ethics; brand equity; governance (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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