Integrating Sustainability into Brand Valuation Models: An Integrative Literature Review

Abstract

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Abstract Purpose – Given the mixed findings in the literature regarding the impact of sustainability on brand value, this study aims to clarify the debate by analyzing and synthesizing existing research. We focus on the metrics used to assess both sustainability and brand value, as well as the mediators and moderators that shape this relationship. Design/methodology/approach – This study employs both a systematic literature review and a bibliometric analysis, drawing on publications indexed in the Web of Science Core CollectionTM (WoS), Scopus and ScienceDirect. The search process adheres to the SPAR-4-SLR protocol and PRISMA guidelines. A total of 39 articles were retrieved and analyzed using the VOSviewer software for bibliometric analysis. Findings – Sustainability efforts impact brand value through two primary pathways: consumer and corporate. In studying the consumer path, most academics have overlooked the role of consumer perceptions in brand value creation. We emphasize the need to integrate both consumer and corporate metrics into brand valuation models to fully capture the effects of sustainability efforts on brand value. Originality/value – This is the first study to adopt a systematic literature review and bibliometric analysis to explore the impact of sustainability on brand value. It offers a critical overview of the different measurement approaches used in the literature and provides important managerial implications, such as the need to reflect both corporate and consumer metrics to fully capture the effects of sustainability on brand value. The study also proposes a comprehensive agenda for future research.