“I’m not greening it”: An explorative study of greening strategies affect on consumers’ brand image
(2018) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20182Department of Business Administration
- Abstract
- Purpose: The aim of this paper is to explore how brands’ greening strategies affect consumers’
green brand image.
Design/Methodology/Approach: This study is based on a qualitative approach, researching one case, McDonald’s greening strategies compared with the consumers’ brand image. The consumers’ brand image was collected with the help of 12 semi-structured interviews.
Findings: The research shows the initial brand image is important when shaping a green one, also that communicating green values and integrating it into their communication strategies is important in order to provide effective information about their greening actions.
Research limitations/Implications: The limitations of this paper include that there was only... (More) - Purpose: The aim of this paper is to explore how brands’ greening strategies affect consumers’
green brand image.
Design/Methodology/Approach: This study is based on a qualitative approach, researching one case, McDonald’s greening strategies compared with the consumers’ brand image. The consumers’ brand image was collected with the help of 12 semi-structured interviews.
Findings: The research shows the initial brand image is important when shaping a green one, also that communicating green values and integrating it into their communication strategies is important in order to provide effective information about their greening actions.
Research limitations/Implications: The limitations of this paper include that there was only focus on one case and used a smaller sample size, which provides limited generalization and the findings may not be applicable for other industries. Therefore, future research could research more cases in other industries. Additionally, research how the reputation of the industry the brand operates in affect the green brand image.
Managerial Implications: This research assists as guidance to managers about how to use green strategies effectively to reach the intended green brand image.
Originality/Value: There is much research on brand image, however, this paper explores the green brand image, which has not yet got much academically attention. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8963417
- author
- Gunnarsson, Lovisa LU ; Aydin, Orkun LU and Hitijahubessij, Rebecca LU
- supervisor
-
- Frans Melin LU
- organization
- course
- BUSN21 20182
- year
- 2018
- type
- L3 - Miscellaneous, Projetcs etc.
- subject
- keywords
- Green strategies, green branding, green brand image, brand image, McDonald’s
- publication/series
- LBMG Strategic Brand Management - Masters Paper Series
- language
- English
- id
- 8963417
- date added to LUP
- 2018-11-29 09:20:47
- date last changed
- 2018-11-29 09:20:47
@misc{8963417,
abstract = {{Purpose: The aim of this paper is to explore how brands’ greening strategies affect consumers’
green brand image.
Design/Methodology/Approach: This study is based on a qualitative approach, researching one case, McDonald’s greening strategies compared with the consumers’ brand image. The consumers’ brand image was collected with the help of 12 semi-structured interviews.
Findings: The research shows the initial brand image is important when shaping a green one, also that communicating green values and integrating it into their communication strategies is important in order to provide effective information about their greening actions.
Research limitations/Implications: The limitations of this paper include that there was only focus on one case and used a smaller sample size, which provides limited generalization and the findings may not be applicable for other industries. Therefore, future research could research more cases in other industries. Additionally, research how the reputation of the industry the brand operates in affect the green brand image.
Managerial Implications: This research assists as guidance to managers about how to use green strategies effectively to reach the intended green brand image.
Originality/Value: There is much research on brand image, however, this paper explores the green brand image, which has not yet got much academically attention.}},
author = {{Gunnarsson, Lovisa and Aydin, Orkun and Hitijahubessij, Rebecca}},
language = {{eng}},
note = {{Student Paper}},
series = {{LBMG Strategic Brand Management - Masters Paper Series}},
title = {{“I’m not greening it”: An explorative study of greening strategies affect on consumers’ brand image}},
year = {{2018}},
}