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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