Abstract:
This research investigates the sustainability practices and the corporate brand positioning of Thein Than San Home Improvement Business in Myanmar. The primary objective is to analyze the impact of economic, environmental, and social sustainability dimensions on brand positioning of Thein Than San Home Improvement Business in Myanmar. To achieve the research objectives, a quantitative research design is employed, utilizing both primary and secondary data sources. Primary data are systematically collected through structured surveys from a sample of 250 respondents in Thanlyin Township by using simple random sampling method while secondary data are gathered from a comprehensive review of existing literature, academic journals, and corporate records to provide a theoretical foundation. Data analysis is conducted using IBM SPSS Statistics, encompassing reliability testing with Cronbach’s Alpha, descriptive statistics, and multiple regression analysis. The regression results revealed that economic sustainability, environmental responsibility, and sustainable marketing have statistically significant and positive impact on corporate brand positioning, with economic factors emerging as the most dominant predictor. Amon the sustainable practices, economic responsibility is the most influencing sustainable practice on corporate brand positioning. Overall, it is suggested that the business should prioritize the transparent communication of its environmental efforts and strengthen its localized social responsibility projects to bridge the perception gap and achieve a more resilient, holistic corporate brand identity.
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