Market-Tržište, Vol. 19 No. 1, 2007.
Preliminary communication
Interrelationship between a brand’s environmental embeddedness, brand awareness and company performance
Ivana First
orcid.org/0000-0001-5312-6158
; Faculty of Economics & Business-Rijeka
Abstract
The purpose of the research was to define and measure a brand’s environmental embeddedness that, unlike the constructs used in previous environmental research, measures to which extent brand identity is embedded in environmental values. The purpose was also to assess a 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 organizational culture. Secondary data as well as content analysis and survey-based primary data were used. The results indicate a correlation between the environmental embeddedness of brands and brand awareness, but no correlation of these two variables to company performance. Such results support the idea that companies should indeed invest in being environmentally friendly so as to increase their chances of being recognized, while also indicating that the companies that own strong brands cannot afford not to be environmentally conscious as that could hurt their corporate brand values.
Keywords
brand environmental embeddedness; brand awareness; company performance; corporate social responsibility
Hrčak ID:
21379
URI
Publication date:
13.7.2007.
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