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<p>Sustainable revenue diversification has become a strategic necessity for brands that seek to enhance their market presence and create a sustainable brand image. This research mainly focuses on identifying components of sustainable brand image while integrating sustainability in their revenue generation models across selected product categories. For this research, three product segments—Fashion &amp; Apparel, Consumer Electronics and Home &amp; Lifestyle—have been chosen due to their brands’ unique efforts for sustainable revenue diversification and expanding their revenue streams through eco-friendly innovations. The sample was obtained through a purposive sampling technique from 320 customers from the National Capital Region (NCR) with adequate information regarding sustainable revenue diversification and sustainable brand reputation across chosen product categories. A structured questionnaire was used to collect primary data from the sampled respondents. Exploratory Factor Analysis (EFA) was used to identify major components of a sustainable brand image perceived by customers in the case of sustainable revenue diversification. In addition, Multivariate Analysis of Variance (MANOVA) was used to analyse perceived significant differences in identified components of perceived sustainable brand image across chosen product categories. The results indicate that consumers relate sustainable brand image as a result of sustainable revenue diversification with Perceived Environment Commitment, Perceived Brand Transparency, Perceived Social Responsibility, Perceived Brand Trust, Perceived Ethical Brand Image and Willingness to pay Premium. MANOVA findings indicated significant differences in customers’ perceptions toward Perceived Brand Transparency, Perceived Brand Trust, Perceived Ethical Brand Image and Willingness to pay Premium dimension of sustainable brand image among chosen product categories. This research provides practical applications for stakeholders to align diversification of revenues with sustainability objectives while creating a believable and sustainable brand image in the eyes of today’s ethically conscious consumer.</p>

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From revenue streams to reputation: the role of sustainable revenue diversification in shaping sustainable brand image across selected product categories

  • 期刊论文

  • 发表日期：

    2025年8月8日

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  • Ritu Yadav,
  • Chand Prakash,
  • Pankaj Jain,
  • Anshul Arora

摘要

Sustainable revenue diversification has become a strategic necessity for brands that seek to enhance their market presence and create a sustainable brand image. This research mainly focuses on identifying components of sustainable brand image while integrating sustainability in their revenue generation models across selected product categories. For this research, three product segments—Fashion & Apparel, Consumer Electronics and Home & Lifestyle—have been chosen due to their brands’ unique efforts for sustainable revenue diversification and expanding their revenue streams through eco-friendly innovations. The sample was obtained through a purposive sampling technique from 320 customers from the National Capital Region (NCR) with adequate information regarding sustainable revenue diversification and sustainable brand reputation across chosen product categories. A structured questionnaire was used to collect primary data from the sampled respondents. Exploratory Factor Analysis (EFA) was used to identify major components of a sustainable brand image perceived by customers in the case of sustainable revenue diversification. In addition, Multivariate Analysis of Variance (MANOVA) was used to analyse perceived significant differences in identified components of perceived sustainable brand image across chosen product categories. The results indicate that consumers relate sustainable brand image as a result of sustainable revenue diversification with Perceived Environment Commitment, Perceived Brand Transparency, Perceived Social Responsibility, Perceived Brand Trust, Perceived Ethical Brand Image and Willingness to pay Premium. MANOVA findings indicated significant differences in customers’ perceptions toward Perceived Brand Transparency, Perceived Brand Trust, Perceived Ethical Brand Image and Willingness to pay Premium dimension of sustainable brand image among chosen product categories. This research provides practical applications for stakeholders to align diversification of revenues with sustainability objectives while creating a believable and sustainable brand image in the eyes of today’s ethically conscious consumer.