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

Author

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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)

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.

Suggested Citation

  • Samer Ajour El Zein & Carolina Consolacion-Segura & Ruben Huertas-Garcia, 2019. "The Role of Sustainability in Brand Equity Value in the Financial Sector," Sustainability, MDPI, vol. 12(1), pages 1-19, December.
    • Handle: RePEc:gam:jsusta:v:12:y:2019:i:1:p:254-:d:302728
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    References listed on IDEAS

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    2. Rendani Mavis Matakanye & Huibrecht Margaretha van der Poll & Binganidzo Muchara, 2021. "Do Companies in Different Industries Respond Differently to Stakeholders’ Pressures When Prioritising Environmental, Social and Governance Sustainability Performance?," Sustainability, MDPI, vol. 13(21), pages 1-22, October.
    3. Marc Dressler & Ivan Paunovic, 2021. "The Value of Consistency: Portfolio Labeling Strategies and Impact on Winery Brand Equity," Sustainability, MDPI, vol. 13(3), pages 1-18, January.
    4. Xiaoxi Cheng & Ao Cheng, 2023. "Research on the Impact of Event Sustainability on Brand Equity in Event Activities: A Case Study of Hainan Expo," Sustainability, MDPI, vol. 15(17), pages 1-20, August.

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