Embedding ESG practices into corporate strategy: a pathway to brand loyalty through consumer brand identification in the cosmetics industry

Embedding ESG practices into corporate strategy: a pathway to brand loyalty through consumer brand identification in the cosmetics industry

Abstract This study examines the effects of environmental, social and governance (ESG) practices on consumer brand identification and brand loyalty in the cosmetics industry. A structured questionnaire was developed based on validated scales from past studies after which the data was collected from...

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Bibliographic Details
Main Authors: Norsyarmimi Binti Che Lah, Karpal Singh Dara Singh, Sajead Mowafaq Alshdaifat, Jalal Rajeh Hanaysha
Format: Article
Language:English
Published: Springer 2025-05-01
Series:Discover Sustainability
Subjects:
Environmental
Social and governance (ESG)
Brand identification
Brand loyalty
Self-identity theory
Cosmetics industry
Online Access:https://doi.org/10.1007/s43621-025-01346-y
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