Branding Strategy on Economic Sustainability among Personal Care and Cosmetics Customers

Sustainability exists from the day it was originated by the Brundtland commission in the year of 1987. The term sustainability has been vaguely defined and it creates different interpretations. In line with today’s economic situation, organizations increasingly perceive sustainability as an opportunity for them to gain competitive advantage. Sustainability aims at merging the benefits of the economic activity with the principle of sustainable development. In the current era, most of the powerful brands aspire to achieve the same economic goal, hence business leaders and marketers are now facing a problem in maintaining its economic sustainability. Most studies investigate economic goal from the perspective of business operation. Apart from measuring the business by looking at the tangible assets, it is important to measure it from the perspective of customers. Based on the multiple regression analysis, the result of the study of this study shows that only brand dominant strategy and Halal strategy were proven to have significant relationship with economic sustainability. The implications of this research are, the organization needs to consider brand dominant strategy and Halal strategy to ensure long-term business operation and this research also provides additional insight on economic sustainability model by investigating the branding strategies namely corporate dominant, brand dominant, mixed branding and Halal branding.