Essays about: "Green brand associations"

Found 2 essays containing the words Green brand associations.

1. 1. Good Guy versus Bad Guy: How are Patagonia´s and H&M´s Green(wash)ing Strategies Perceived among Consumers?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Sebastian Köhler; Lum Rexha; Pieter Christiaan Sturm; [2021]
   Keywords : Greenwashing; Green brand associations; Green brand image; Brand credibility; Green brand equity; Fashion industry; H M; Patagonia; Business and Economics;

   Abstract : Purpose: The purpose of this paper is to further investigate and understand the influence of greenwashing on green brand associations, green brand image, brand credibility, and finally green brand equity. Therefore, the paper builds up on Akturan’s (2018) findings and partially replicates them by using the two fashion brands H&M and Patagonia. READ MORE

3. 2. Co-creating A Brand Personality : An empirical case study on how a firm personifies its own brand by collaborating with other enterprises at the market

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Louise Åberg; [2015]
   Keywords : Co-branding; service dominant logic;

   Abstract : Purpose - The objective of this paper is to investigate how a brand reinforces its own brand personality by collaborating with partnering brands.  Design/Methodology/approach - A qualitative single case study approach was undertaken on the Swedish grocery brand Coop by which data were collected through the use of both primary and secondary data. READ MORE