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

Author

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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)

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.

Suggested Citation

  • Warat Winit & Sooksan Kantabutra, 2022. "Enhancing the Prospect of Corporate Sustainability via Brand Equity: A Stakeholder Model," Sustainability, MDPI, vol. 14(9), pages 1-18, April.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:9:p:4998-:d:799001
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    Cited by:

    1. Phallapa Petison & Sooksan Kantabutra, 2022. "A Quest for a Sustainable Social Enterprise Model: The Case of Amphawa Chaipattananurak, the Kingdom of Thailand," Sustainability, MDPI, vol. 15(1), pages 1-31, December.
    2. Warat Winit & Saranya Kantabutra & Sooksan Kantabutra, 2023. "Toward a Sustainability Brand Model: An Integrative Review," Sustainability, MDPI, vol. 15(6), pages 1-25, March.
    3. Sooksan Kantabutra, 2022. "Toward a System Theory of Corporate Sustainability: An Interim Struggle," Sustainability, MDPI, vol. 14(23), pages 1-27, November.
    4. Warat Winit & Erboon Ekasingh & Jomjai Sampet, 2023. "How Disclosure Types of Sustainability Performance Impact Consumers’ Relationship Quality and Firm Reputation," Sustainability, MDPI, vol. 15(1), pages 1-18, January.

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