THE IMPACT of ESG on BRAND TRUST, BRAND LOYALTY, and BRAND IMAGE in THE CONTEXT OF SUSTAINABILITY

The Impact of ESG on Brand Trust, Brand Loyalty, and Brand Image in The Context of Sustainability Abstract This study aims to reveal the impact of ESG on the concepts of brand image, brand trust, and brand loyalty. In addition, the study aims to reveal the mediating roles of brand image, and brand trust in the impact of ESG on brand loyalty. To achieve this goal, a survey was conducted with 322 consumers in Turkey. Statistical analysis programs SmartPLS3 and SPSS24 were used to analyze the data obtained from the surveys. The results of the analysis revealed that ESG has a statistically significant and positive effect on brand image, brand trust and brand loyalty. Additionally, it was found that brand image and brand trust do not act as independent mediators in ESG's effect on brand loyalty but rather act together and sequentially as mediators in ESG's effect on brand loyalty. In addition, this study highlights the growing awareness of ESG issues in both theoretical and practical applications. In addition to increasing consumer awareness, it has been observed that brands also attach importance to ESG practices in order to gain a sustainable competitive advantage. Keywords: ESG, Brand Trust, Brand Image, Brand Loyalty, Consumer Behaviour