From Purpose to Performance: How Brand Reputation Links Humane Entrepreneurship to International Performance

In the current global context, firms are increasingly expected to integrate ethical, sustainable, and human-centered principles in their strategy. Humane Entrepreneurship (HumEnt), which encompasses entrepreneurial (EO), sustainability (SO), and human resource orientations (HRO), offers a framework to align business performance with broader social goals. This study investigates the relationship between HumEnt and international performance, with a specific focus on the mediating role of brand reputation. Using primary data from 228 Italian firms, we examine whether different levels of HumEnt are associated with variations in international performance and whether these differences are explained by firms’ international reputation. The analysis applies a mediation framework to assess both direct and indirect effects. The results indicate that the influence of HumEnt on international performance is mediated significantly by brand reputation. The direct effect of HumEnt on performance is not statistically significant, suggesting that brand reputation is the primary channel through which HumEnt contributes to international outcomes. These findings contribute to the literature on HumEnt by providing empirical evidence on its strategic relevance in international business. For practitioners, the study underlines the importance of fostering brand credibility through ethical and sustainable practices as a tool to enhance competitiveness in international markets. The results support the view that purpose-driven strategies can generate value beyond the domestic context, reinforcing the role of reputation in translating humane values into measurable international performance.