Sustainable organizational practice and corporate culture impact on brand image, corporate image, and brand loyalty: a case study of Thai consumer durables industry

Abstract

Many companies nowadays implement sustainable practices internally, by integrating with organizational culture and operations. As a result, brand and corporate images are created, leading to customer’s emotional attachment and ultimately brand loyalty. In the first stage, the qualitative approach was adopted to investigate how a company translates its full three-pillar sustainability into a sustainable brand and corporate images among consumers in Thailand. Manager interviews confirmed that the level of sustainability implementation evident on the website is fairly accurate. Consumers roughly translate this into brand and corporate images reflecting the degree of the company’s sustainability. Consumers are quite aware of three-pillar sustainability, but often do not explicitly consider all three pillars in their product decisions. However, the long-term trend seems to be toward merging the separate market segments into a comprehensive, three-pillar sustainability-oriented segment. The later stage of this research is a quantitative study where SEM was adopted. The result confirms the findings from the literature that brand and corporate images contribute to emotional attachment, which is a precedence of brand loyalty