Impact of sustainability practices and supply chain strategies on brand image : a study on Aarong
Zaki, Md Zawad Hossin (2025)
2025
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052616001
https://urn.fi/URN:NBN:fi:amk-2025052616001
Tiivistelmä
Modern companies, particularly retailers, value sustainability where leading Bangladeshi retailer, Aa-rong stresses eco-friendly production, fair trade, and ethical sourcing. This thesis examined Aarong's sustainability policies' implications on Bangladesh's developing market's brand image, consumer loy-alty, and market positioning.
The research revealed how sustainability may enhance brand equity in developing countries, particu-larly for SMEs like Aarong. How SMEs in poor countries like Bangladesh utilise sustainability to compete is uncertain, although its influence on brand image has been thoroughly explored in industri-alized nations. The study emphasised multinational and established markets, leaving it unclear how SMEs may utilise sustainability to influence consumer perceptions and loyalty. This issue is ad-dressed by Aarong's role in adopting sustainability as a competitive advantage.
This thesis examinedAarong's brand image, consumer loyalty, and market positioning in Bangladesh due to sustainability and supply chain activities. Opening and green supply chains will be evaluated for consumer perceptions, Aarong's sustainability initiatives, brand loyalty and trust. The quantitative study evaluates Aarong's sustainability initiatives using survey questionnaires. The research exam-inedconsumer awareness of eco-conscious materials, ethical sourcing, fair trade practices, brand loy-alty, and purchase behaviour.
Data showed if Aarong's sustainability initiatives affect consumer brand image or not. 77% stated Aarong utilised eco-conscious materials and this links brand image to sustainability. Aarong's trans-parent supply chain and fair-trade practices raised brand recognition, according to 84% of consumers. Aarong's sustainable business practises increase brand loyalty, 75% agreed. This thesis impliedsus-tainability may improve brand image and consumer loyalty, particularly for emerging-market SMEs. Small enterprises in Bangladesh and comparable areas may benefit from Aarong's longevity. Sustain-ability improves market positioning, brand equity, and consumer trust. These results enhance brand building sustainability knowledge and provide practical advice for market expansion.
The research revealed how sustainability may enhance brand equity in developing countries, particu-larly for SMEs like Aarong. How SMEs in poor countries like Bangladesh utilise sustainability to compete is uncertain, although its influence on brand image has been thoroughly explored in industri-alized nations. The study emphasised multinational and established markets, leaving it unclear how SMEs may utilise sustainability to influence consumer perceptions and loyalty. This issue is ad-dressed by Aarong's role in adopting sustainability as a competitive advantage.
This thesis examinedAarong's brand image, consumer loyalty, and market positioning in Bangladesh due to sustainability and supply chain activities. Opening and green supply chains will be evaluated for consumer perceptions, Aarong's sustainability initiatives, brand loyalty and trust. The quantitative study evaluates Aarong's sustainability initiatives using survey questionnaires. The research exam-inedconsumer awareness of eco-conscious materials, ethical sourcing, fair trade practices, brand loy-alty, and purchase behaviour.
Data showed if Aarong's sustainability initiatives affect consumer brand image or not. 77% stated Aarong utilised eco-conscious materials and this links brand image to sustainability. Aarong's trans-parent supply chain and fair-trade practices raised brand recognition, according to 84% of consumers. Aarong's sustainable business practises increase brand loyalty, 75% agreed. This thesis impliedsus-tainability may improve brand image and consumer loyalty, particularly for emerging-market SMEs. Small enterprises in Bangladesh and comparable areas may benefit from Aarong's longevity. Sustain-ability improves market positioning, brand equity, and consumer trust. These results enhance brand building sustainability knowledge and provide practical advice for market expansion.