Advanced

Driving Towards the Green - An explorative study on consumers perception of car brands extending to new green vehicles

Larsen, Niclas Hagemann LU and Jong, Joshua LU (2019) BUSN39 20191
Department of Business Administration
Abstract
Thesis purpose: The purpose of this study is to extend the literature on green extensions, by exploring how consumers perceive the image of car brands extending to green vehicles, and the underlying factors for this perception, based on a set of theoretical propositions which the authors seek to qualify.
Methodology: The methodology used to fulfil this purpose, consist of a qualitative study, using an abductive approach. The findings of this study are derived from 12 semi-structured interviews.
Theoretical perspective: The theoretical framework of this study is based upon a set of theoretical propositions, derived from studies on extension strategies and green marketing practices, which the authors seeks to qualify. These propositions... (More)
Thesis purpose: The purpose of this study is to extend the literature on green extensions, by exploring how consumers perceive the image of car brands extending to green vehicles, and the underlying factors for this perception, based on a set of theoretical propositions which the authors seek to qualify.
Methodology: The methodology used to fulfil this purpose, consist of a qualitative study, using an abductive approach. The findings of this study are derived from 12 semi-structured interviews.
Theoretical perspective: The theoretical framework of this study is based upon a set of theoretical propositions, derived from studies on extension strategies and green marketing practices, which the authors seeks to qualify. These propositions suggest, that extending to green vehicles can provide car brands with a green image from a consumer perspective, influenced by the perceived fit and credibility.
Empirical data: The empirical data is gathered through 12 semi-structured interviews, using photo-elicitation, with respondents, based upon a purposive sampling method. This led the authors to explore how the image of three different car brands, based on their green extensions, where perceived and the factors driving a green brand image from a consumer perspective.
Conclusion: The study finds that the image of car brands extending to green vehicles, can indeed be perceived as green by consumers. However, this is determined by the perceived image fit of the extensions and the credibility behind the green motive, which can be linked to the consumers’ green brand awareness. (Less)
Please use this url to cite or link to this publication:
author
Larsen, Niclas Hagemann LU and Jong, Joshua LU
supervisor
organization
course
BUSN39 20191
year
type
H1 - Master's Degree (One Year)
subject
language
English
id
8983440
date added to LUP
2019-09-25 15:52:42
date last changed
2019-09-25 15:52:42
@misc{8983440,
  abstract     = {Thesis purpose: The purpose of this study is to extend the literature on green extensions, by exploring how consumers perceive the image of car brands extending to green vehicles, and the underlying factors for this perception, based on a set of theoretical propositions which the authors seek to qualify.
Methodology:	The methodology used to fulfil this purpose, consist of a qualitative study, using an abductive approach. The findings of this study are derived from 12 semi-structured interviews.
Theoretical perspective: The theoretical framework of this study is based upon a set of theoretical propositions, derived from studies on extension strategies and green marketing practices, which the authors seeks to qualify. These propositions suggest, that extending to green vehicles can provide car brands with a green image from a consumer perspective, influenced by the perceived fit and credibility. 
Empirical data: The empirical data is gathered through 12 semi-structured interviews, using photo-elicitation, with respondents, based upon a purposive sampling method. This led the authors to explore how the image of three different car brands, based on their green extensions, where perceived and the factors driving a green brand image from a consumer perspective.
Conclusion: The study finds that the image of car brands extending to green vehicles, can indeed be perceived as green by consumers. However, this is determined by the perceived image fit of the extensions and the credibility behind the green motive, which can be linked to the consumers’ green brand awareness.},
  author       = {Larsen, Niclas Hagemann and Jong, Joshua},
  language     = {eng},
  note         = {Student Paper},
  title        = {Driving Towards the Green - An explorative study on consumers perception of car brands extending to new green vehicles},
  year         = {2019},
}