Details
| Originalsprache | Englisch |
|---|---|
| Aufsatznummer | 1329191 |
| Fachzeitschrift | Cogent Psychology |
| Jahrgang | 4 |
| Ausgabenummer | 1 |
| Publikationsstatus | Veröffentlicht - 18 Mai 2017 |
Abstract
An increasing number of brands rely on ecolabelling as associative branding strategy for communicating their sustainability performance. Specifically, associative branding aims to link a brand to an ecolabel to embed sustainability into brand knowledge to provide an added value for consumers. In this regard, the present study applies a combined measurement approach that examines both implicit and explicit information processing to assess consumers’ brand associations related to sustainability. Specifically, a pre/post-testing is conducted to evaluate the framing effect of ecolabel exposure in a brand advertisement on the enhancement of brand knowledge. The results of the current study provide evidence that in particular implicit brand sustainability is a favorable brand association that positively affects consumers’ decision-making and preferences. Furthermore, the results reveal a relevant framing effect of ecolabelling on the enhancement of brand knowledge, on both implicit and explicit levels. In addition, the study results indicate the existence of three efficacy parameters that influence brand knowledge transfer: adequate ecolabel-brand fit, early ecolabel recognition time, and distinct implicit-explicit knowledge acquisition.
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in: Cogent Psychology, Jahrgang 4, Nr. 1, 1329191, 18.05.2017.
Publikation: Beitrag in Fachzeitschrift › Artikel › Forschung › Peer-Review
}
TY - JOUR
T1 - The green brand
T2 - Explicit and implicit framing effects of ecolabelling on brand knowledge
AU - Schmidt, Steffen
AU - Langner, Sascha
AU - Hennigs, Nadine
AU - Wiedmann, Klaus Peter
AU - Karampournioti, Evmorfia
AU - Lischka, Gesa
N1 - Publisher Copyright: © 2017 The Author(s). This open access article is distributed under a Creative Commons Attribution (CC-BY) 4.0 license. Copyright: Copyright 2017 Elsevier B.V., All rights reserved.
PY - 2017/5/18
Y1 - 2017/5/18
N2 - An increasing number of brands rely on ecolabelling as associative branding strategy for communicating their sustainability performance. Specifically, associative branding aims to link a brand to an ecolabel to embed sustainability into brand knowledge to provide an added value for consumers. In this regard, the present study applies a combined measurement approach that examines both implicit and explicit information processing to assess consumers’ brand associations related to sustainability. Specifically, a pre/post-testing is conducted to evaluate the framing effect of ecolabel exposure in a brand advertisement on the enhancement of brand knowledge. The results of the current study provide evidence that in particular implicit brand sustainability is a favorable brand association that positively affects consumers’ decision-making and preferences. Furthermore, the results reveal a relevant framing effect of ecolabelling on the enhancement of brand knowledge, on both implicit and explicit levels. In addition, the study results indicate the existence of three efficacy parameters that influence brand knowledge transfer: adequate ecolabel-brand fit, early ecolabel recognition time, and distinct implicit-explicit knowledge acquisition.
AB - An increasing number of brands rely on ecolabelling as associative branding strategy for communicating their sustainability performance. Specifically, associative branding aims to link a brand to an ecolabel to embed sustainability into brand knowledge to provide an added value for consumers. In this regard, the present study applies a combined measurement approach that examines both implicit and explicit information processing to assess consumers’ brand associations related to sustainability. Specifically, a pre/post-testing is conducted to evaluate the framing effect of ecolabel exposure in a brand advertisement on the enhancement of brand knowledge. The results of the current study provide evidence that in particular implicit brand sustainability is a favorable brand association that positively affects consumers’ decision-making and preferences. Furthermore, the results reveal a relevant framing effect of ecolabelling on the enhancement of brand knowledge, on both implicit and explicit levels. In addition, the study results indicate the existence of three efficacy parameters that influence brand knowledge transfer: adequate ecolabel-brand fit, early ecolabel recognition time, and distinct implicit-explicit knowledge acquisition.
KW - brand knowledge
KW - brand leveraging
KW - ecolabeling
KW - framing effect
KW - implicit measures
KW - reaction time measurement
KW - sustainability advertising
KW - universal structure modeling
UR - http://www.scopus.com/inward/record.url?scp=85019546680&partnerID=8YFLogxK
U2 - 10.1080/23311908.2017.1329191
DO - 10.1080/23311908.2017.1329191
M3 - Article
AN - SCOPUS:85019546680
VL - 4
JO - Cogent Psychology
JF - Cogent Psychology
IS - 1
M1 - 1329191
ER -