Building Brands for a Sustainable Future: Integrating Strategy, Consumer Response and Ethical Communication
Galvin Kuan Sian Lee · Asian Journal of Economics, Business and Accounting · 2025
Aims: This review aims to explore how sustainable branding contributes to long-term brand equity through the integration of strategic positioning, consumer emotional engagement, and ethical communication. It addresses issues of consumer cynicism and brand distrust in the alignmen...
Open access
Research Article
10.9734/ajeba/2025/v25i51800