engleski

Interrelationship between a brand's environmental embeddedness, brand awareness and company performance

The purpose of the research was to define and measure brand’ s environmental embeddedness, which unlike constructs used in previous environmental research, measures to which extent is a brand identity embedded in environmental values. The purpose was also to assess correlation of this variable to brand awareness and company performance. This study is based on three overlapping theoretical backgrounds: brand management, corporate social responsibility and organisational culture. Secondary data and content analysis and survey based primary data were used. The results indicate correlation between brand’ s environmental embeddedness and brand awareness, but no correlation of these two variables to company performance. These results support the idea that companies should indeed invest in being environmentally friendly, as they would have higher chances of being recognised, but they also indicate that companies that own strong brands cannot afford themselves not being environmentally conscious as that could hurt their corporate brand values.

brand environmental embeddenedd; brand awareness; company performance; corporate social responsibility

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