The Integration of Circular Supply Chains and Customer-Based Brand Equity in Mapping Brand Strength: A Systematic Literature Review
Abstract
The objective of this study is to conduct a systematic literature review (SLR) by mapping brand strength in the era of sustainability, integrating the Circular Supply Chain (CSC) and Customer-Based Brand Equity (CBBE). Through an analysis of 43 selected articles from the Scopus and Emerald databases, this study summarizes how circular operations such as reverse logistics and resource efficiency can be transformed into valuable assets in the eyes of consumers. Findings indicate that supply chain transparency supported by Industry 4.0 technologies serves as a signal that mitigates the risk of greenwashing while strengthening brand awareness and loyalty. When combined with a strong brand position, this integration not only improves environmental performance but also generates long-term competitive advantage. This study provides a framework for aligning circular operational strategies with brand communication to optimize brand equity.
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Copyright (c) 2026 Muhammad Agung Baiquni, Andi Wijayanto, Dian Putra Laroybafih
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EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
