<![CDATA[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]]>
Copyrights © 2025
