International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12
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 Volume 10, Issue 10 (October 2023), Pages: 71-77

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 Original Research Paper

Exploring the relationship between ESG, trust, brand reputation, and brand equity

 Author(s): 

 Suchart Tripopsakul 1, Wilert Puriwat 2, *

 Affiliation(s):

 1School of Entrepreneurship and Management, Bangkok University, Bangkok, Thailand
 2Chulalongkorn Business School, Chulalongkorn University, Bangkok, Thailand

  Full Text - PDF

 * Corresponding Author. 

  Corresponding author's ORCID profile: https://orcid.org/0000-0001-8891-3637

 Digital Object Identifier: 

 https://doi.org/10.21833/ijaas.2023.10.008

 Abstract:

The social and environmental issues confronted by society are increasingly apparent. Businesses deem environmental, social, and governance (ESG) to be a critical strategic priority. This study aims to examine the effects of implementing ESG on customer trust, brand reputation, and brand equity. The survey research approach was utilized with 203 Thai participants using a questionnaire as the research instrument. Structural equation modeling (SEM) was utilized to investigate the proposed hypotheses in this study. The findings indicate that firms' implementation of ESG has a significant effect on both customer trust and brand reputation. Furthermore, the moderation analysis demonstrates that customer trust fully mediates the causal relationship between ESG implementation and brand equity, and partially mediates the relationship between ESG implementation and brand reputation. These findings provide a comprehensive understanding of the ESG concept for both academics and practitioners. The study offers implications and suggestions for future research based on these results.

 © 2023 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords: Environmental, social, and governance, Customer trust, Brand reputation, Brand equity, Structural equation modeling

 Article History: Received 1 June 2023, Received in revised form 18 September 2023, Accepted 19 September 2023

 Acknowledgment 

No Acknowledgment.

 Compliance with ethical standards

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Tripopsakul S and Puriwat W (2023). Exploring the relationship between ESG, trust, brand reputation, and brand equity. International Journal of Advanced and Applied Sciences, 10(10): 71-77

 Permanent Link to this page

 Figures

 Fig. 1 Fig. 2

 Tables

 Table 1 Table 2 Table 3 Table 4 Table 5

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