SUSTAINABLE BRANDING FOR B2B INDUSTRIAL COMPANIES: IMPACT ON CUSTOMER LOYALTY

Abstract

The objective of the study is to explore the impact of sustainable Branding strategies on customer loyalty in the context of B2B industrial companies, with a special focus on Venezuela. Methodologically, it is an exhaustive documentary analysis, based on a qualitative approach. Key definitions of Sustainable Branding, B2B market and customer loyalty are reviewed, contrasting different theoretical approaches. Sustainable Branding is presented as a comprehensive strategy that not only improves the company's reputation, but also strengthens the relationship with customers by aligning with its ethical and sustainability values. Globally, sustainable branding has become a key differentiator, driven by consumer demand and stricter regulations. In Latin America, interest in responsible business practices is growing, and in Venezuela, despite economic challenges, companies are beginning to see sustainability as an opportunity to improve their competitiveness. In conclusion, it is recommended that the adoption of sustainable practices can be a powerful tool for loyalty in B2B markets, especially in challenging contexts such as Venezuela, where differentiation and reputation are crucial and important. Companies that integrate sustainability into their brand strategy can not only retain customers, but also turn them into active brand advocates.