Abstract
Customer-based brand equity and corporate sustainability have been identified as two most significant aspects of the corporate world. The corporate world is increasingly inclined towards adopting more socially and environmentally responsible strategies. Increased awareness has also made the customers sensitive about the responsible business operations, thus, directly impacting the customer based brand equity. The findings of this research would help the firms to restructure their management strategies from existing profit oriented to socially and environmentally responsible approach for a sustainable performance. The integration of corporate sustainability in business operations can help build sustainable customer-based brand equity for the firms.
Keyword(s)
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