Naslov
The Influence of Environmental Orientation on Brand Value: a Case of the Electronic & Electrical Equipment Industry

Autori
First, Ivana ; Sinha, Deepali

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
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, 2007, 233-237

Skup
2nd IIMA Conference on Research in Marketing

Mjesto i datum
Ahmedabad, Indija, 03.01.2007. - 05.01.2007

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
brand value ; environmental responsibility ; environmental embededdness ; environmental orientation

Sažetak
"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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA