| Autor: |
F. Javier Forcada Sainz, Vanessa Apaolaza Ibáñez, Patrick Hartmann |
| Rok vydání: |
2005 |
| Předmět: |
|
| Zdroj: |
Marketing Intelligence & Planning. 23:9-29 |
| ISSN: |
0263-4503 |
| DOI: |
10.1108/02634500510577447 |
| Popis: |
Purpose – Proposes a set of strategic options for green brand positioning, based either on functional brand attributes or on emotional benefits. The aim of the study is to test the suggested green positioning strategies against one another, assessing their effect on perceived brand positioning and brand attitude.Design/methodology/approach – A theoretical model of the dimensionality and attitudinal effects of green brand positioning was developed. Both suggested alternatives to green brand positioning, along with a combined functional and emotional strategy, were tested in an experimental online setting. The hypothesized model was tested in the scope of exploratory factor analysis and structural equation modelling.Findings – Results indicate an overall positive influence of green brand positioning on brand attitude. Further findings suggest distinct functional and emotional dimensions of green brand positioning with the interaction of both dimensions in the formation of brand attitude. Highest perceptual ... |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
|
