SUSTAINABILITY (ESG) AS A DRIVER OF BRAND EQUITY AND CORPORATE ATTRACTIVENESS: EVIDENCE FROM DEVELOPED MARKETS

Abstract

This thesis examines how sustainability-oriented environmental, social and governance practices can influence brand equity and corporate attractiveness through market differentiation, pricing power, trust and consumer loyalty. Unlike studies based mainly on attitudinal surveys or traditional corporate social responsibility measures, the analysis uses recent market-purchase evidence, brand-valuation results and consumer-behaviour data from developed economies. Evidence from the United States, the United Kingdom, Germany and Japan indicates that sustainability can strengthen brand value when it is embedded in product performance, communicated credibly and translated into benefits that consumers can understand. At the same time, the analysis shows a persistent attitude-behaviour gap: positive perceptions of responsible companies do not automatically become purchases. The thesis argues that ESG creates brand value most effectively when sustainability becomes a source of meaningful differentiation rather than a stand-alone communication claim.