Hybrid product branding strategies for brand value creation – combining and comparing green product innovations, limited editions and co-branding
Jonas Steffl,
Stéphane Ganassali,
Jutta Emes
Abstract: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 comb… Show more
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