Home⇛Asia Pacific Journal of Management and Sustainable Development⇛vol. 13 no. 1, Part 4 (2025)

Stakeholder Dynamics, Corporate Branding and Reputation: Basis for an Enhanced Brand Equity Framework

Luo Weitai | Dickson Donn P. Caringal

Discipline: Marketing

 

Abstract:

China’s rapid technological innovation and industrial transformation, driven by initiatives such as “Made in China 2025” and the Digital Silk Road, have positioned it as a global digital economy leader. Within this competitive and evolving environment, managing stakeholder relationships, corporate branding, and reputation has become crucial to building sustainable brand equity. This study examined the relationship between stakeholder dynamics, corporate branding, and corporate reputation to propose an enhanced Brand Equity Framework. The research investigated stakeholder dynamics in terms of influence and engagement, project lifecycle management, and value creation; assessed corporate branding through identity, values, and advocacy; and evaluated corporate reputation via social responsibility, executive leadership, and customer focus. A descriptive research design was employed, using a researcherdesigned questionnaire distributed to CEOs, brand managers, and executives of six leading Chinese technology firms. Reliability was confirmed with Cronbach’s alpha values ranging from 0.77 to 0.85. Results indicated that stakeholder engagement was limited, with weak integration across project phases and minimal involvement in branding strategies. Corporate branding dimensions showed moderate consistency but highlighted the need for more alignment with stakeholder expectations. Corporate reputation was also underdeveloped, particularly in terms of trust and social responsibility. The study concludes that inadequate stakeholder integration undermines both branding and reputation. The proposed Brand Equity Framework emphasizes continuous stakeholder engagement, adaptive project strategies, and strategic alignment between branding and reputation initiatives, offering practical guidance for technology enterprises navigating today’s competitive business landscape.



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