The Influence of Environmental Orientation on Brand Value: a Case of the Electronic & Electrical Equipment Industry (CROSBI ID 527344)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
First, Ivana ; Sinha, Deepali
engleski
The Influence of Environmental Orientation on Brand Value: a Case of the Electronic & Electrical Equipment Industry
"Brands are the world’s new opinion makers". This very flattering role encompasses a responsible task for brand and corporate management. We believe that creating, developing and sustaining brands whose identities are rooted deeply in sustainability and environmental concern evokes brand - consumer relationship at a spiritual level. We identified four clusters that a brand can belong to in terms of its environmetal orientation and claim that those brands that behave environmentally responsible and in the same time incorporate environmental responsibility in the core of their brand identities, have highest brand values. We further propose ways of empirically testing the hypothesis as well as possible ways of operationalizing environmental responsibility and environmental embededdness as antecedens to brand value.
brand value ; environmental responsibility ; environmental embededdness ; environmental orientation
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Podaci o prilogu
233-237.
2007.
objavljeno
Podaci o matičnoj publikaciji
Proceedings of the 2nd IIMA Conference on Research in Marketing
Jaiswal, Anand Kumar ; Sahay, Arvind ; Sinha, Piyush Kumar ; Sood, Vandana ; Kar, Sanjay Kumar
Ahmedabad: Indian Institute of Management Ahmedabad
Podaci o skupu
2nd IIMA Conference on Research in Marketing
predavanje
03.01.2007-05.01.2007
Ahmedabad, Indija