Enhancing the Prospect of Corporate Sustainability via Brand Equity: A Stakeholder Model

Warat Winit and Sooksan Kantabutra
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Warat Winit: Faculty of Business Administration, Chiang Mai University, Chiang Mai 50200, Thailand
Sooksan Kantabutra: Center for Research on Sustainable Leadership, College of Management, Mahidol University, Bangkok 10400, Thailand

Sustainability, 2022, vol. 14, issue 9, 1-18

Abstract: Given that brand equity is increasingly recognized as a measure of corporate sustainability, in the present study, we examine the relationships among stakeholder benefits, stakeholder trust and brand equity. Derived from a sample of 433 stakeholders from 115 companies in Thailand, the findings indicate that functional benefits improve brand equity indirectly and directly via stakeholder trust and psychological benefits. On the other hand, psychological benefits improve brand equity indirectly and directly via stakeholder trust. Psychological benefits create more direct, positive effects on brand equity than functional benefits. The effects of functional benefits on brand equity are enhanced through psychological benefits. Directions for future studies and practical implications are also discussed.

Keywords: sustainability; brand equity; sufficiency economy; sustainability performance; stakeholders; trust (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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