The role of sustainable marketing in enhancing brand equity: An analytical study of the opinions of a sample of employees in soft drink production companies in Kirkuk governorate

The study aims to explore the impact relationship between the study variables, represented by (sustainable marketing and brand equity). The researcher sought to determine the influence of sustainable marketing as an independent variable through its dimensions (environmental, economic, social, and cultural) in enhancing brand equity as a dependent variable through its dimensions (brand awareness, reputation, attributes, and customer experience). The research problem is encapsulated in a key question: Does sustainable marketing influence the enhancement of brand equity? The importance of the study lies in the critical role that sustainable marketing plays in supporting and strengthening brand equity. A hypothetical model was proposed to illustrate the relationship between sustainable marketing and brand equity. The study's significance is further emphasized in the vital role of marketing in supporting and developing the brand equity of the studied company. The study is limited to the opinions of a sample of employees in the aforementioned companies in Kirkuk Governorate. The sample includes employees from departments related to marketing, administrative operations, and production, enabling the collection of diverse and comprehensive data regarding sustainable marketing practices from the employees’ perspectives. The study covers data to be collected and analyzed within a specific timeframe, from July 1, 2024, to September 1, 2024, for the soft drink company in Kirkuk Governorate.