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All Journal International Journal of Applied Business and International Management
Andriyansah Andriyansah
Univiersitas Terbuka
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Unveiling The Ergo-Iconic Brand Strategy: A Qualitative Exploration of An Sem-Amos Model for Socially Responsible Investment Andriyansah Andriyansah; Fatia Fatimah
International Journal of Applied Business and International Management Vol 10, No 3 (2025): December 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v10i3.4542

Abstract

The transition toward Socially Responsible Investment (SRI) in emerging markets requires more than regulatory ESG compliance. Despite the growing body of SRI literature, a theoretical gap persists regarding how non-financial brand heuristics influence investor capital allocation under conditions of information opacity. This study introduces the novel concept of "ergo-iconic" brand value, comprising ergonomic (functional) and iconic (symbolic) dimensions, to construct a conceptual SEM-AMOS model for SRI intention. Employing an exploratory qualitative design, we conducted in-depth interviews with 18 ESG experts and institutional investors. The findings reveal that while the Ergonomic Brand Dimension (EBD) serves as a foundational hygiene factor preventing greenwashing skepticism, the Iconic Brand Dimension (IBD) drives Sustainable Brand Equity (SBE). This research extends Signaling Theory by introducing a dual-signal heuristic and provides actionable managerial insights, emphasizing that firms must structurally reduce information asymmetry before ergo-iconic branding strategies can successfully generate sustainable capital inflows
Co-Authors Fatia Fatimah