https://advancesinresearch.id/index.php/AJEB <p>Advances: Jurnal Ekonomi &amp; Bisnis is a double-anonymous peer-reviewed journal published by Yayasan Pendidikan Bukhari Dwi Muslim. Published six times a year, in February, April, June, August, October, and December, with E-ISSN <a href="https://issn.brin.go.id/terbit/detail/20230206351002640">2985-9859</a>. This journal engages in a double-anonymous peer review process, which strives to match the expertise of a reviewer with the submitted manuscript. The submitted manuscript is first reviewed by an <a href="https://advancesinresearch.id/index.php/AJEB/Editorial_Team">editor</a>. It will be evaluated in the office, whether it is suitable for Advances: Jurnal Ekonomi &amp; Bisnis <a href="https://advancesinresearch.id/index.php/AJEB/Aims_Scope">aims and scope</a> or has a major methodological flaw and similarity score by using <a href="https://www.turnitin.com/">Turnitin</a>, the minimum number and age of <a href="https://apastyle.apa.org/instructional-aids/reference-examples.pdf">references</a> that we require, <a href="https://docs.google.com/document/d/1qI1t3jK12YyipiWJjNdwJM5lwJL9Ri6K/edit?usp=sharing&amp;ouid=116465442174740758191&amp;rtpof=true&amp;sd=true">template</a> suitability. The manuscript will be sent to at least two anonymous reviewers (<a href="https://advancesinresearch.id/index.php/AJEB/Peer_Reviewer_Models">Double Blind Review</a>). <a href="https://advancesinresearch.id/index.php/AJEB/Reviewers">Reviewers</a>' comments are then sent to the corresponding author by the editor for necessary actions and responses. The suggested decision will be evaluated in an editorial board meeting. Afterwards, the editor will send the final decision to the corresponding author. All articles published in Advances: Jurnal Ekonomi &amp; Bisnis are published <a href="https://www.openaccess.nl/en/about-open-access/what-is-open-access">Open Access</a> under a <a href="https://creativecommons.org/licenses/by/4.0/" target="_blank" rel="noopener">CC BY 4.0 license.</a></p> Yayasan Pendidikan Bukhari Dwi Muslim en-US Advances: Jurnal Ekonomi & Bisnis 2985-9859 https://advancesinresearch.id/index.php/AJEB/article/view/751 <p><strong>Purpose:</strong> This study aims to examine the effect of sustainable branding on customer loyalty, with brand image as a mediating variable in the context of local restaurants.</p> <p><strong>Research Method:</strong> This research employs a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the proposed relationships. Data were collected through an online survey from 138 customers of local restaurants in North Sulawesi, Indonesia.</p> <p><strong>Results and Discussion:</strong> The findings reveal that brand image has a significant positive effect on customer loyalty. The People and Planet dimensions of sustainable branding significantly influence brand image but do not directly affect customer loyalty; instead, their effects are fully mediated by brand image. In contrast, the Prosperity dimension does not significantly influence brand image but demonstrates a strong direct effect on customer loyalty. These results indicate that sustainable branding operates through dual pathways: an indirect, perception-based mechanism via brand image (People and Planet) and a direct, value-based mechanism (Prosperity).</p> <p><strong>Implications:</strong> This study contributes to the literature by providing a contextual application of sustainability-driven branding in the restaurant industry and offers practical guidance for managers on how to strategically leverage sustainability initiatives to strengthen brand image and foster long-term customer loyalty.</p> Rivena Yasin Deske W. Mandagi Copyright (c) 2026 Rivena Yasin, Deske W. Mandagi https://creativecommons.org/licenses/by/4.0 2026-04-13 2026-04-13 4 2 301 321 10.60079/ajeb.v4i2.751