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.
Shamaila Gull, Syeda Nazish , Zehra Bukhari, Saman Malik, Ayesha Shahid. (2020) Corporate Sustainability and Customer-Based Brand Equity: Beverage Industry’s Perspective , Journal of the Research Society of Pakistan, Volume 57, Issue 1.
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