Sustainable Management for Brand Image

Running Head: SUSTAINABILITY MANAGEMENT
Sustainability Management
Name of the Student
Name of the University
Author Note

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Research Question: How far the sustainable approaches of the corporates are allowing them
to enhance their brand image?
Park, E., Kwon, S.J. and Kim, K.J., 2016. Assessing the effects of corporate sustainable
management on customer taken satisfaction. Sustainable Development, 24(1), pp.41-52.
Eulin Park in his article has identified the responsibilities of the corporates to different
sphere of the community life as a key to the establishment of the values that allows the
organization to establish their success as well as utilize the same for an efficient sustainable
management. The steps taken by the corporates in order to establish their brand image in the
in the market as well as ensure their participation in the competition of the market and cater
to the demand of the corporates in an effective manner. The paper had conducted an analysis
on the basis of the structural equation modelling in order to speculate on the data collected
from the response of the customers who avail the services of the railway in the South Korea.
The resultant outcome had exhibited the fact that the environment at the firm, along with the
responsibilities of the firm as exhibited by them in the course of their functioning has allowed
the firm to enhance their service as well as enhance the competitiveness of the people in the
market. On the other hand it has been found that the responsibly of the corporates towards
their economic development is less influential in mapping the satisfaction of the customers as
well as the sustainability management. The responsibility of the corporates towards the
customer has been implicated in the course of the paper.
Mohammed, A. and Rashid, B., 2018. A conceptual model of corporate social
responsibility dimensions, brand image, and customer satisfaction in Malaysian hotel
industry. Kasetsart Journal of social sciences, 39(2), pp.358-364.
The paper discusses the implication of the Corporate social Responsibility particularly
in the perspective of the hotel industry or the hospitality sector. CSR has become a crucial

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segment in ensuring the competitiveness of the firms in the competitive market and establish
their brand image in the market where they are establishing themselves. It has primarily
happened because of the competitiveness of the market and the link between the CSR and the
satisfaction of the customers with the service they are joining with. With the limited studies
that has been done in the respect there has been a consideration for the factors like the legal,
philanthropic, economic and ethical factors However, the link that has been established
between the CSR and the satisfaction of the customers have been proven to be a affected by
the CSR and other additional factors in its ways. The purpose of the study has been noted in
its ability to draft a model that is based on the Conceptual dimension of the CSR, satisfaction
of the customers and the brand image. The resultant outcome of the report was marked by
apprehension whereby the effect of the CSR has been elucidated in respect to the satisfaction
of the Customer with the particular sector, while the brand image of the organization assists
in enhancing the same. This would create an important area where my research would be
benefitted from the link with CSR.
Iglesias, O., Markovic, S., Singh, J.J. and Sierra, V., 2019. Do customer perceptions of
corporate services brand ethicality improve brand equity? Considering the roles of
brand heritage, brand image, and recognition benefits. Journal of Business Ethics,
154(2), pp.441-459.
The report has described the current era as that of the ethical consideration where the
ethics run a considerable portion of the consumerism and the factors associated with it. As
such, the organization has been facing an increasing pressure in order to act in a certain way
in order to conform to the codes of ethical management. As such, the attempt of the paper
was to connect the business ethics with the attributes that has allowed them to enhance their
band image in the otherwise competitive market. The aim of the paper is to determine the
impact of the perceptions of the customers with the ethical aspect of the brands that they are

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associating with. The paper applies the generalizability theory on the data collected from 2the
equivalence 179 customers and equivalent of measurement with that theory. The resultant
outcome of the paper has exhibited the fact that the hypothesized model had been impactful
in understanding the impact of the indirect positive impact of the ethical behaviors of the
brands on the brand image of the organization as well as the benefits that the organization
tend to derive from them. On the other hand of the result it had been elucidated by the brands
that the brand image in terms of the brand heritage has been counted to have a negative
impact on the newly formed brand image of the organization. The paper is important for the
research as it has linked the sustainability with the ethical behavior.
Harjoto, M.A. and Salas, J., 2017. Strategic and institutional sustainability: corporate
social responsibility, brand value, and Interbrand listing. Journal of Product & Brand
Management.
The aim of the paper is to elucidate the impact of the corporate governance as well as
the social responsibilities as it has been exhibited by the institutions in terms of their
corporate social responsibilities that would take into account the brand value as well as the
reputation of the brand. Such strategies have been framed on the basis of the strategies of the
brand and their adherence to the theory of CSR. The argument strengthens up to the fact
where the consideration is for the stakeholders and their interest being mitigated in an
effective manner. As such the proposition of the author is invested in the fact that the firm
should adopt the CSR measures which would allot the firm with an increased level of good
will which in turn is expected to provide the firm with capability to adhere to the interest of
the stakeholders and being responsible for their action.
As such the result of the findings elucidated the fact that the lagged values of the CSR has
been most likely to find having its impact created on the positive level that has been created

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in terms of the impact created on the CSR as well as the enhancement of the better
understandings of the corporates in that respect. The impact of the paper is noted in the
relationship that has been established between the brand image and sustainability and as such
it would help me in conducting my research.
Wu, T.J., Tsai, H.T. and Tai, Y.N., 2016. Would corporate social responsibility affect
consumers’ attitudes towards brand and purchase behavior? Buyer-seller guanxi as the
moderator. Revista de Cercetare si Interventie Sociala, 53, pp.272-287.
The study has elucidated that the fact that the brand image of the corporates are
effective in establishing the brand image of the organization in their desired market. It is a
strategic planning on the part of the brands in enhancing the brand image or building the
image of the brand with the market that they are currently functioning with. As such, the
impact of the association of the customers with the brand image has been seen to have
impacted the scenario of the corporate. The behavior of the customers towards the purchase
they make is affected by the brand image of the organization and the values that they
associate the same with. The paper has indulged in a SEM analysis of the customers availing
their services from the starbuck, The survey had included the responses of about the link
between the buying intention of the customers and the values that they associate the same
with. As such, the resultant outcome that has been explicated shows the fact that the relation
is positive between the corporate responsibilities and the effectiveness of the brand values
and brand image of the organization. The impact has been noted in the customer buyer
intention in availing the service as well as their desired products. The implication of the
behavior taken towards the customers would be beneficial in understanding the impact on the
sustainability and brand image.

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Alvarado-Herrera, A., Bigne, E., Aldas-Manzano, J. and Curras-Perez, R., 2017. A scale
for measuring consumer perceptions of corporate social responsibility following the
sustainable development paradigm. Journal of Business Ethics, 140(2), pp.243-262.
The aim of the paper is to develop a link between the customer perception and the link
of the values that the customer perception generally associates with the brand values as well
as with the responsibilities of the brands in enhancing the perceptions of the brands with the
three dimensional factors of the social, economic and the environmental attributes. The paper
takes a different take towards ensuring the values that the customers associate with
sustainability. In order to conduct the analysis the paper indulges in a discussion of the scale
development theory where almost empirical studies of 5 different domain has been elucidated
effectively in the course of the discussion. The scope of the research includes the responses
from 1174 tourists who would be coming from 24 different countries varying from one
another on the basis of the social and economical context. The proposal was to use 18 item
scale in order to measure the perception of the customers and the values that they associate
with the responsibilities of the corporates with the social, economical and environmental
environment. The proposal was to use a scale of complete development and the limitations as
well as the implication of the same has been measured where the main aim had been directed
towards the ones associated with the managerial duties. However, the limitations of the study
is invested in the implication of the managerial role in the process. The paper would be useful
as it would allow me to understand the implication of the environmental factor on developing
the brand image of the organization.