| dc.description.abstract | Abstract
The research in this thesis aimed to explore how sustainability impacts brand loyalty in born global companies, which are companies that early in their development establish themselves internationally. Sustainability is a critical issue for businesses in today's world as consumers and stakeholders demand that businesses take social and environmental responsibility. In this thesis, we take an exploratory approach by applying the Gioia method to examine the topic more thoroughly. The research highlighted a significant relationship between sustainability and brand loyalty in born global companies, as most companies incorporate sustainable practices into their operations, products, and services, resulting in building trust and loyalty among customers.
Integrating sustainability into corporate branding is a positive driver of competitive advantage, as companies that receive recognition for their commitment to sustainability differentiate themselves from competitors, which attract and retain a customer base that values sustainability. The research also highlights the importance of communicating sustainable practices through various channels, such as social media, marketing, websites, and direct customer interactions, to improve brand identity and customer trust.
The research highlights that several born global companies incorporate sustainability into their corporate branding strategies, which help develop a distinct brand that communicates the company's commitment to corporate social responsibility (CSR). The study also emphasized the importance of incorporating sustainability into all aspects of the company's operations, including supply chain, product development, packaging and communication efforts, as key factors for effective sustainability branding.
As a result, sustainability and brand loyalty are strongly connected in born global companies. The importance of corporate social responsibility has a further impact on the society and environment, while it also strategically differentiates themselves from competitors. This results in increased trust and brand loyalty among the customers. | |
