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

Muhammed Fatih Cevher; Erkan Gülter

doi:10.54688/ayd.1760654

TR EN

ESG'NİN SÜRDÜRÜLEBİLİRLİK BAĞLAMINDA MARKA GÜVENİ, MARKA SADAKATİ ve MARKA İMAJI ÜZERİNDEKİ ETKİSİ

Öz

ESG'nin Sürdürülebilirlik Bağlamında Marka Güveni, Marka Sadakati ve Marka İmajı Üzerindeki Etkisi Özet Bu çalışma, ESG'nin marka imajı, marka güveni ve marka sadakati kavramları üzerindeki etkisini ortaya koymayı amaçlamaktadır. Ayrıca, çalışma, marka imajı ve marka güveninin ESG'nin marka sadakati üzerindeki etkisindeki aracılık rollerini ortaya koymayı amaçlamaktadır. Bu amaca ulaşmak için Türkiye'de 322 tüketiciyle bir anket gerçekleştirilmiştir. Anketlerden elde edilen verilerin analizinde SmartPLS3 ve SPSS24 istatistiksel analiz programları kullanılmıştır. Analiz sonuçları, ESG'nin marka imajı, marka güveni ve marka sadakati üzerinde istatistiksel olarak anlamlı ve pozitif bir etkiye sahip olduğunu ortaya koymuştur. Ayrıca, marka imajı ve marka güveninin ESG'nin marka sadakati üzerindeki etkisinde bağımsız aracılar olarak hareket etmediği, aksine birlikte ve sırayla aracılar olarak hareket ettiği bulunmuştur. Ayrıca, bu çalışma, hem teorik hem de pratik uygulamalarda ESG konularına ilişkin artan farkındalığı vurgulamaktadır. Tüketici farkındalığının artmasının yanı sıra markaların da sürdürülebilir rekabet avantajı elde edebilmek adına ESG uygulamalarına önem verdiği görülmektedir. Anahtar Kelimeler: ESG, Marka Güveni, Marka İmajı, Marka Sadakati, Tüketici Davranışı

Anahtar Kelimeler

ESG, Marka Güveni, Marka İmajı, Marka Sadakati, Tüketici Davranışı

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

Öz

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

Anahtar Kelimeler

ESG, Brand Trust, Brand Image, Brand Loyalty, Consumer Behaviour

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

İşletme

Bölüm

Araştırma Makalesi

Yazarlar

Muhammed Fatih Cevher ^*
0000-0002-0992-8118
Türkiye

Erkan Gülter
0000-0002-3503-6455
Türkiye

Yayımlanma Tarihi

31 Mart 2026

Gönderilme Tarihi

8 Ağustos 2025

Kabul Tarihi

19 Şubat 2026

Yayımlandığı Sayı

Yıl 2026 Cilt: 17

DOI

https://doi.org/10.54688/ayd.1760654

IZ

https://izlik.org/JA96CH46KE

APA

Cevher, M. F., & Gülter, E. (2026). THE IMPACT of ESG on BRAND TRUST, BRAND LOYALTY, and BRAND IMAGE in THE CONTEXT OF SUSTAINABILITY. Journal of Academic Approaches, 17, 1-19. https://doi.org/10.54688/ayd.1760654

AMA

1.Cevher MF, Gülter E. THE IMPACT of ESG on BRAND TRUST, BRAND LOYALTY, and BRAND IMAGE in THE CONTEXT OF SUSTAINABILITY. Journal of Academic Approaches. 2026;17:1-19. doi:10.54688/ayd.1760654

Chicago

Cevher, Muhammed Fatih, ve Erkan Gülter. 2026. “THE IMPACT of ESG on BRAND TRUST, BRAND LOYALTY, and BRAND IMAGE in THE CONTEXT OF SUSTAINABILITY”. Journal of Academic Approaches 17 (Mart): 1-19. https://doi.org/10.54688/ayd.1760654.

EndNote

Cevher MF, Gülter E (01 Mart 2026) THE IMPACT of ESG on BRAND TRUST, BRAND LOYALTY, and BRAND IMAGE in THE CONTEXT OF SUSTAINABILITY. Journal of Academic Approaches 17 1–19.

IEEE

[1]M. F. Cevher ve E. Gülter, “THE IMPACT of ESG on BRAND TRUST, BRAND LOYALTY, and BRAND IMAGE in THE CONTEXT OF SUSTAINABILITY”, Journal of Academic Approaches, c. 17, ss. 1–19, Mar. 2026, doi: 10.54688/ayd.1760654.

ISNAD

Cevher, Muhammed Fatih - Gülter, Erkan. “THE IMPACT of ESG on BRAND TRUST, BRAND LOYALTY, and BRAND IMAGE in THE CONTEXT OF SUSTAINABILITY”. Journal of Academic Approaches 17 (01 Mart 2026): 1-19. https://doi.org/10.54688/ayd.1760654.

JAMA

1.Cevher MF, Gülter E. THE IMPACT of ESG on BRAND TRUST, BRAND LOYALTY, and BRAND IMAGE in THE CONTEXT OF SUSTAINABILITY. Journal of Academic Approaches. 2026;17:1–19.

MLA

Cevher, Muhammed Fatih, ve Erkan Gülter. “THE IMPACT of ESG on BRAND TRUST, BRAND LOYALTY, and BRAND IMAGE in THE CONTEXT OF SUSTAINABILITY”. Journal of Academic Approaches, c. 17, Mart 2026, ss. 1-19, doi:10.54688/ayd.1760654.

Vancouver

1.Muhammed Fatih Cevher, Erkan Gülter. THE IMPACT of ESG on BRAND TRUST, BRAND LOYALTY, and BRAND IMAGE in THE CONTEXT OF SUSTAINABILITY. Journal of Academic Approaches. 01 Mart 2026;17:1-19. doi:10.54688/ayd.1760654

ESG'NİN SÜRDÜRÜLEBİLİRLİK BAĞLAMINDA MARKA GÜVENİ, MARKA SADAKATİ ve MARKA İMAJI ÜZERİNDEKİ ETKİSİ

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Anahtar Kelimeler

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

Öz

Anahtar Kelimeler

Kaynakça

Ayrıntılar

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Yayımlandığı Sayı

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