Enhancing the Prospect of Corporate Sustainability via Brand Equity: A Stakeholder Model
Issued Date
2022-05-01
Resource Type
eISSN
20711050
Scopus ID
2-s2.0-85129170978
Journal Title
Sustainability (Switzerland)
Volume
14
Issue
9
Rights Holder(s)
SCOPUS
Bibliographic Citation
Sustainability (Switzerland) Vol.14 No.9 (2022)
Suggested Citation
Winit W., Kantabutra S. Enhancing the Prospect of Corporate Sustainability via Brand Equity: A Stakeholder Model. Sustainability (Switzerland) Vol.14 No.9 (2022). doi:10.3390/su14094998 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/84560
Title
Enhancing the Prospect of Corporate Sustainability via Brand Equity: A Stakeholder Model
Author(s)
Author's Affiliation
Other Contributor(s)
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.