Cultural Disruption as a Mediator Between Brand Strength and Sustainability Performance

This study explores how brand equity elements (brand awareness, association, perceived quality, and loyalty) and brand identity components (values, vision, positioning, and personality) influence sustainability performance across economic, environmental, and social dimensions. A key contribution is the introduction of cultural disruption as a mediating factor linking branding to sustainability. In the context of Kuwaiti restaurant SMEs, cultural disruption emerges from changing consumer expectations, global food trends, and the growing impact of digital culture. These cultural shifts reshape how brand strategies are perceived and how effectively they support sustainable outcomes. The proposed framework presents several propositions explaining how brand attributes mediated by cultural change affect sustainability performance. The study offers theoretical insights and practical guidance for SMEs aiming to align cultural relevance, brand strength, and sustainable development in a dynamic business landscape.