The Role of Brand Image Orientation, Innovativeness and Sustainability Marketing Commitment on Company Performance: Moderating Influence of Sustainable Leadership

Abstract

Sustainable marketing commitment of the organization could lead them towards high performance and gained top management and researchers' attentions. Thus, the current study also examines the role of brand image orientation and innovativeness on sustainable marketing commitment. The goal also includes the moderating role of sustainable leadership among the nexus of brand image orientation, innovativeness and sustainable marketing commitment. This study also examined that impact of sustainable marketing commitment on the performance of mobile phone companies in Thailand. This study has followed the quantitative methods such as questionnaires for the data collection and analyzed the data with smart-PLS. The researchers have adopted the mail and personal visit methods to send surveys to the selected respondents. A total of 550 questionnaires were forwarded to the respondents and received only 340 after fifteen days of distribution and has a response rate of 61.82 per cent. The results exposed that brand image orientation and innovativeness have a positive association with sustainable marketing commitment. The results also indicated that sustainable leadership significantly moderates among the links of brand image orientation and innovativeness on sustainable marketing commitment. The outcomes also show that sustainable marketing commitment has a positive impact on firm performance. These outcomes are suitable for policymakers who want to develop sustainable marketing commitment and firm performance policies.