An Application of Brand Personality to Green Consumers: A Thematic Analysis

Acharya, Anitha; Gupta, Manish

doi:10.46743/2160-3715/2016.2165

Cited by 7 publications

(7 citation statements)

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“…The drivers of loyalty for environmentally responsible consumers are not clearly presented in literature (Leonidou et al, 2013). The shift towards green consumption behaviour is massive but has been only recently discussed by marketing researchers, whereas little has been done under the scope of branding, for example, BE (Wu et al, 2018), BP (Acharya & Gupta, 2016; Neto et al, 2020) and BL (Chen et al, 2020; J. Lin et al, 2017, 2019). Additionally, marketers foresee the need of social normalization of the green marketing practices, given that green products are not efficiently positioned as mainstream alternatives.…”

Section: Introductionmentioning

confidence: 99%

Sustaining brand loyalty: The moderating role of green consumption values

et al. 2021

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Environmental issues are massively emerging in the current agendas of governments, businesses and consumers all over the globe. Consumers increasingly adopt a more energetic role in the environmental discussion and employ product consumption to manifest their contribution to the debate. Equally, a growing number of businesses try to affect positive social change, whereas others strategically approach green opportunities; at the same time, they persistently intensify their branding offerings to sustain loyalty. This article brings into discussion green consumption values as the authors aim to shed light into the way the latter moderate the effect of brand related factors, namely, brand experiences and brand personality, on brand loyalty. Based on data received from 413 participants and using the wearable technologies industry as the focal context, the study underscores the significance of green consumption values. Findings are discussed, and implications for managers are provided.

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Section: Introductionmentioning

confidence: 99%

Sustaining brand loyalty: The moderating role of green consumption values

et al. 2021

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“…The authors also removed some traits which were already part of the other dimensions and those which were considered inadequate for representing this dimension. Only terminologies and their similar terms which corresponded to the attributes with sustainability’s triple bottom line characteristics were considered, thus including compassion, security, humanitarian, sensitivity, environmentalist, generosity, helpfulness and sociability as some of the personality attributes related to the social and ecological triple bottom line pillars and previously proposed by other academics (Acharya and Gupta, 2016; Collao and Silva, 2014; Gordillo and Añaños, 2017). Beyond these items, terms with financial characteristics such as Economic, Fundraiser and Investor were also considered to support the third pillar of the Triple Bottom Line.…”

Section: Methodsmentioning

confidence: 99%

“…Previous studies which examined the extension of BP to the environment, or social and economic integrated pillars of sustainability have not been found. Acharya and Gupta (2016) only investigated the environment pillar and developed the Green BP scale with adaptations from the Aaker model. Such extension with some sustainability attributes could be a demonstration that the sustainability-oriented BP is conceptually viable to be formed (Figure 2).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Discovering the sustainable hotel brand personality on TripAdvisor

Neto

Silva

Ferreira

et al. 2020

JHTT

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Purpose This paper aims to explore a hotel brand personality performance through electronic word-of-mouth. A complementary attribute is designed and tested in addition to the already existing five dimensions from the brand personality scale, denominated sustainability. Design/methodology/approach A sample of 16,175 reviews from the rating session of three hotel properties behind a brand was retrieved from TripAdvisor for a data mining procedure. A complementary list of associated words was considered in addition to the 42 personality traits of Aaker’s model, and a brief inventory was developed based on the 17 sustainable development goals (SDGs) to compose the sustainability dimension. Findings This study registered sincerity as the most representative dimension in its results, and ruggedness as the lowest. This is evidence that the latter is not suitable for representing a brand personality scale for hotels and could be replaced by sustainability. Research limitations/implications Despite the relevant findings, new surveys and tests are recommended to provide better support to the new proposed dimension. Practical implications This investigation enables hotel managers to work more effectively on their brand strategies based on sustainability-oriented brand personality, which could deliver economic, social and environmental benefits to the world by influencing consumption behavior in association with the SDGs. Originality/value This study differs from existing literature by attempting to fill a gap on the limitations of studies focused on linking brand personality to sustainability, and using data mining to reach this goal.

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“…This study investigates the benefits of working part-time among Indian private sector employees. As it was an exploratory study, the study adopted qualitative methods (Acharya and Gupta, 2016) for collecting and analysing the data. Given Insch's viewpoint, the objective of understanding rather than generalizing a qualitative approach made the most sense.…”

Section: Thematic Analysismentioning

confidence: 99%

“…Given Insch's viewpoint, the objective of understanding rather than generalizing a qualitative approach made the most sense. During the qualitative analysis, the researcher's main objective was to understand the ways in which the informants in the study made meaning of their experiences and behaviours (Schein, 1985;Acharya and Gupta, 2016). This was viewed as the key strength of the thematic analysis.…”

Section: Thematic Analysismentioning

confidence: 99%

The factors behind working in virtual community

Acharya¹

2019

JGOSS

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Purpose In this paper, the prior research on virtual teams was reviewed to assess the state of the literature. The purpose of this paper is to determine why individuals prefer working in virtual teams (also termed liquid workers and part-time workers). Previous researchers have focussed on the benefits that organizations receive if they hire liquid workers, but to date, no research has been conducted to determine the perspective of these liquid workers. The various definitions of virtual teams are discussed and an integrative definition is proposed that suggests all teams may be defined in terms of their extent of virtualness. Design/methodology approach A systematic review of the literature on virtual teams was conducted. The data were collected from 12 informants. A thematic analysis was used to analyse the data. Findings Six main themes were identified, namely, pliability, opportunities, increased earnings, vigour, family and transportation. Research limitations/implications This study was conducted in a three-metropolitan city in India and warrants being extended to rural and international settings to gain additional insights and confirmation of the research findings. Practical implications It is suggested that organizations who recruit liquid workers will be in a position for substantial cost savings; this is because organizations usually make payment of liquid workers’ wages on an hourly basis. This will help the organizations to schedule the number of working hours depending on their needs. Originality/value The current study is novel as there is a paucity of research in identifying the factors behind working in the virtual community in India. This study presents the first research of its kind to the best knowledge of the author, and the findings will be valuable for companies who are looking for cost savings.

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An Application of Brand Personality to Green Consumers: A Thematic Analysis

Cited by 7 publications

References 0 publications

Sustaining brand loyalty: The moderating role of green consumption values

Sustaining brand loyalty: The moderating role of green consumption values

Discovering the sustainable hotel brand personality on TripAdvisor

The factors behind working in virtual community

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