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Green Brand Extension Strategy And Online Communities, Heikki Karjaluoto, Patrali Chatterjee
Green Brand Extension Strategy And Online Communities, Heikki Karjaluoto, Patrali Chatterjee
Department of Marketing Faculty Scholarship and Creative Works
Purpose The purpose of this paper is to examine current and prospective consumer perceptions, purchase intent and parent brand evaluation due to green brand – line and category extensions by marketers of established (non-green) brands for products with high vs low perceived environmental impact. Design-methodology-approach The paper analyses responses to online surveys by 602 pet-owners at social networking websites. The quasi-experiment considered perceived environmental impact of core product, parent-brand user status, and green extension strategy (line vs category). Brand extension evaluation, purchase intent, and parent brand evaluation were then measured. Findings Results suggest that consumers are more likely to purchase …
A Choice Model Approach To Business And Leisure Traveler's Preferences For Green Hotel Attributes, Michelle Millar
A Choice Model Approach To Business And Leisure Traveler's Preferences For Green Hotel Attributes, Michelle Millar
UNLV Theses, Dissertations, Professional Papers, and Capstones
There has been an increase in environmental concern by travelers in the United States (U. S.). As a result, hospitality companies are taking note and have begun to incorporate environmentally friendly or green practices into their operations. What remains relatively unclear, though, is if the increase in environmental consciousness has translated into a demand for environmentally friendly tourism products, such as hotels. There are a few studies related to the demand for environmentally friendly hotel attributes, but none of them have looked at a bundle of environmentally friendly attributes and how customers would react to a hotel room incorporating not …