“Eco‐style” perceptions: The interplay of different sustainability cues and fashion styles in consumers' fashion brand attitudes

Behre, Barbara; Cauberghe, Verolien

doi:10.1111/ijcs.13032

Cited by 2 publications

References 69 publications

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Hybrid product branding strategies for brand value creation – combining and comparing green product innovations, limited editions and co-branding

Steffl,

Ganassali,

Emes

2024

JPBM

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Purpose This study aims to examine whether, and how, green product innovations (GPIs), limited edition products, co-branded products and a combination of these product branding strategies affect consumers’ perception of brand value. Design/methodology/approach Two empirical between-subject experiments were conducted. Study 1 (N = 406) compares the impact of green and non-GPI on green brand image and brand value. Study 2 (N = 808) compares the incidence of GPIs, limited editions, co-branded products and a combination of these strategies on brand value, while exploring the mediating effect of perceived scarcity and moderating mechanism of consumers’ attitude toward co-branding partnership. Findings GPIs outperform nongreen alternatives in creating favorable brand values. Green brand image mediates the positive impact of GPI on consumers’ perceived values of the brand. In the context of GPIs, limited edition and co-branding are effective in enhancing a brand’s quality, price, emotional and social values. The success, however, relies on creating a perception of scarcity and fostering a positive attitude toward the co-branding partnership. Originality/value To the best of the authors’ knowledge, this study is the first to examine the positive impact of different green product branding strategies on a brand’s quality value, price value, emotional value and social value perception.

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Hybrid product branding strategies for brand value creation – combining and comparing green product innovations, limited editions and co-branding

Steffl,

Ganassali,

Emes

2024

JPBM

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Storytelling, Sustainability Branding, and Corporate Reputation

Cabrera-Gala,

Lopes Miranda

2024

Advances in Marketing, Customer Relationship Management, and E-Services

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This chapter aims to examine how sustainability branding influences the reputation of a higher education institution (HEI) in Mexico through the use of organizational storytelling. The method employed for this study was a case study approach, involving 30 in-depth interviews conducted with students enrolled in the mentoring program. The interview script was based on the corporate reputation index (CRI) and was aligned with the triple bottom line (TBL) pillars of sustainability. The findings indicate that students' perceptions of the economic aspects of the HEI include maximizing the benefits received relative to their investment and perceiving a higher quality of educational services. Students' evaluations of the social aspects of the HEI encompass aspects such as service, leadership, infostructure, scholarships, cultural traditions, and health promotion. Students' assessments of the environmental aspects suggest a focus on institutional practices, empathy, and collaboration. The combination of these elements of sustainability branding enhances a positive reputation for the HEI.

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“Eco‐style” perceptions: The interplay of different sustainability cues and fashion styles in consumers' fashion brand attitudes

Cited by 2 publications

References 69 publications

Hybrid product branding strategies for brand value creation – combining and comparing green product innovations, limited editions and co-branding

Hybrid product branding strategies for brand value creation – combining and comparing green product innovations, limited editions and co-branding

Storytelling, Sustainability Branding, and Corporate Reputation

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