Value integration effects on evaluations of retro brands

Dual Pathways of Value Endorsement in Green Marketing

“…The achievement of the green value endorsement is the final part of our framework. The green value endorsement indicates that the targeted value has been identified and that an atmosphere of the shared values, expressed as 'value of unity' and 'we are one', has been created [16]. The achievement of green value endorsement includes social integration.…”

“…When the target consumers accept and agree with the green shared value, environmental value resonance occurs; that is, the target consumers are willing to share a certain green shared value with the green enterprises and are glad to share the same identity [11]. Then, the target consumers show that 'we are one' and that we are all green organizational units, thus establishing the green value endorsement [16]. Furthermore, when the target consumers have internalized the green shared value (e.g., the value as distinguishers), they are happy to tell others about this green shared value, which is different to the values of other enterprises [64].…”

“…The green value endorsement of this study is similar to that of loyalty marketing, but it specifically refers to the endorsement behavior on the intangible environmental value of the enterprise, rather than the loyalty behavior on the tangible green products of enterprises. Green value endorsement means that consumers agree with the environmental value and then recommend via word-of-mouth behavior [16]. For example, the Suntory Group provides a wide range of non-alcoholic beverages and health goods and espouses their environmental values to obtain a green value endorsement from customers.…”

“…The traditional marketing literature emphasizes a single pathway of value endorsement process; that is, a business' espoused value promotes green endorsement through value interpretive frames that lead to social integration, which are the main outcomes of marketing [20,25]. Therefore, green enterprises actively enhance the environmental value of enterprises and seek the value integration mechanism of value interpretive frames to create the green value endorsement of innovators and early users [16]. Given these developments, the authors argue that the prevailing tactics to investigate green value endorsement can be improved by a dual pathway method.…”

“…Most drivers of green value endorsements have been documented in the value integration literature, but an integrated and systematic understanding of the business' espoused values to form value integration to further facilitate the development of green value endorsement literature is lacking [16,20,25,33]. This study introduces two types of value interaction, namely value interpretive frames and value-bridging frames, to represent the communication and value gap management mechanisms as mediators for the dual-pathway model consisting of the supply-driven and demand-driven pathways [19,22].…”