Corporate ESG Management and Brand Loyalty

Jingxuan Zhang () and Zhaowei Deng ()
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Jingxuan Zhang: Macau University of Science and Technology, School of Business
Zhaowei Deng: NamFong Holdings

A chapter in Proceedings of the 2025 10th International Conference on Financial Innovation and Economic Development (ICFIED 2025), 2025, pp 243-249 from Springer

Abstract: Abstract This paper aims to explore the complex relationship between corporate ESG (environmental, social and corporate governance) management and brand loyalty. Through literature review, this paper sorts out the historical context of corporate ESG development, and explores the impact of ESG management on brand loyalty and its influencing mechanism. The study found four mechanisms of ESG management’s impact on brand loyalty: Improving brand image, Enhancing consumer trust, Satisfying consumer’s social needs and Reducing risks and uncertainties. Future research directions should further focus on differences in different industries and regions, long-term dynamic impacts, and new influencing mechanisms, so as to provide theoretical support and practical guidance for companies to better implement ESG management to enhance brand loyalty.

Keywords: ESG; Brand loyalty; Consumer satisfaction; Corporate performance (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-702-1_26

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DOI: 10.2991/978-94-6463-702-1_26

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