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How can sustainability impact corporate brand equity?


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Fecha
2021-09-24

Directores
Rahman, Mahabubur

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Universidad del Rosario

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Resumen
Durante los últimos años las empresas han tenido en cuenta las iniciativas ambientales en sus estrategias y procesos de producción con el objetivo de generar impactos positivos en la mente de los consumidores y por ende mejorar el valor de la empresa. La investigación estudia cuales con las iniciativas ambientales más importantes para el consumidor y por ende las que los gerentes y analistas de mercadeo deberán tener en cuenta en sus estrategias empresariales.
Abstract
In recent times, the awareness of companies for implementing environmental initiatives has become an important management topic. It has increased the need to study and investigate corporate environmentalism's different consequences and effects in companies. Nevertheless, previous studies have not investigated the consequences of pro-environmental initiatives in firms’ brand value. Therefore, the present study focuses on providing broader insights on how corporate environmentalism allows industrial companies to achieve a higher brand value performance by implementing and considering three areas of corporate environmentalism: environmental innovation, emission reduction, and reduction in using natural resources. The results have demonstrated that industrial companies that engage in environmental innovation reduce their use of natural resources and reduce their emissions will reward a greater brand value. Mainly, the two variables that have a higher positive impact on the brand value are environmental innovation and the reduction of using natural resources. In the case of the variable emission reduction is the one with the least contribution to brand value.
Palabras clave
Brand Equity , Sustainability , Environmental innovation , Pollution Prevention , Sustainable Development , Product Stewardship
Keywords
Sustainability , Brand value , Environmental innovation , Pollution prevention , Sustainable development , Product stewardship
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