The effect of brand value and corporate sustainability on corporate reputation

This thesis aims to examine the impact of brand equity and corporate sustainability on corporate reputation. The research analyzes how brand equity shapes the reputation of businesses and to what extent sustainability practices contribute to this process. The study includes both a literature-based review and a survey conducted with businesses operating in various sectors in Istanbul. Brand equity is assessed using consumer-based and financial-based measurement methods, while corporate sustainability is approached through its environmental, social, and economic dimensions. The survey data were evaluated using statistical analysis methods, and the findings revealed that high brand equity and effective sustainability practices contribute positively to corporate reputation. In particular, companies that engage in sustainability reporting and prioritize brand loyalty were found to have higher reputations. The results demonstrate that maintaining brand equity and successfully implementing sustainability strategies strengthen the long-term reputation of companies. This study highlights the critical importance of businesses investing in sustainability practices for both financial success and corporate reputation.