Details
| Original language | English |
|---|---|
| Title of host publication | Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces |
| Subtitle of host publication | Proceedings of the 2018 Academy of Marketing Science (AMS) Annual Conference |
| Publisher | Springer Nature |
| Pages | 415 |
| Number of pages | 1 |
| Publication status | Published - 28 Nov 2018 |
Publication series
| Name | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
|---|---|
| ISSN (Print) | 2363-6165 |
| ISSN (electronic) | 2363-6173 |
Abstract
During the last decades, consumers have become increasingly concerned about social and environmental issues and want the brands they use to reflect their concerns and aspirations for a better world. Ethical and environmental consumerism has become a mainstream phenomenon in contemporary consumer culture and consumers either reward or punish companies that stress or ignore the importance of social and environmental excellence. To meet consumer expectations and address their environmental concerns, but also to gain competitive advantage, companies strengthen their focus on incorporating sustainability in their branding strategy. Accordingly, examining consumers’ perceived sustainability of brands and the consequences on brand-related outcomes is of special importance for marketing research and practice. The majority of studies set their focus on environmental and social issues when investigating brand sustainability. The present paper focuses on a reliable assessment of a brand’s ecological, social, and economic sustainability as perceived by consumers. Thus, a measurement instrument was developed that considers and combines implicit and explicit evaluations of brand sustainability. Moreover, the effects of implicit and explicit sustainability perception on customer perceived value of brands are studied. Finally, the transfer from a positive customer evaluation to brand performance in terms of brand-related perception and brand-related behavior is examined.
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Marketing
- Business, Management and Accounting(all)
- Strategy and Management
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Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces: Proceedings of the 2018 Academy of Marketing Science (AMS) Annual Conference. Springer Nature, 2018. p. 415 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).
Research output: Chapter in book/report/conference proceeding › Conference contribution › Research › peer review
}
TY - GEN
T1 - An Abstract
T2 - The Value of Sustainability: A Three-Dimensional Approach for Assessing Explicit and Implicit Effects of Brand Sustainability
AU - Karampournioti, Evmorfia
AU - Wiedmann, Klaus Peter
AU - Schmidt, Steffen
AU - Albertsen, Levke
AU - Langner, Sascha
PY - 2018/11/28
Y1 - 2018/11/28
N2 - During the last decades, consumers have become increasingly concerned about social and environmental issues and want the brands they use to reflect their concerns and aspirations for a better world. Ethical and environmental consumerism has become a mainstream phenomenon in contemporary consumer culture and consumers either reward or punish companies that stress or ignore the importance of social and environmental excellence. To meet consumer expectations and address their environmental concerns, but also to gain competitive advantage, companies strengthen their focus on incorporating sustainability in their branding strategy. Accordingly, examining consumers’ perceived sustainability of brands and the consequences on brand-related outcomes is of special importance for marketing research and practice. The majority of studies set their focus on environmental and social issues when investigating brand sustainability. The present paper focuses on a reliable assessment of a brand’s ecological, social, and economic sustainability as perceived by consumers. Thus, a measurement instrument was developed that considers and combines implicit and explicit evaluations of brand sustainability. Moreover, the effects of implicit and explicit sustainability perception on customer perceived value of brands are studied. Finally, the transfer from a positive customer evaluation to brand performance in terms of brand-related perception and brand-related behavior is examined.
AB - During the last decades, consumers have become increasingly concerned about social and environmental issues and want the brands they use to reflect their concerns and aspirations for a better world. Ethical and environmental consumerism has become a mainstream phenomenon in contemporary consumer culture and consumers either reward or punish companies that stress or ignore the importance of social and environmental excellence. To meet consumer expectations and address their environmental concerns, but also to gain competitive advantage, companies strengthen their focus on incorporating sustainability in their branding strategy. Accordingly, examining consumers’ perceived sustainability of brands and the consequences on brand-related outcomes is of special importance for marketing research and practice. The majority of studies set their focus on environmental and social issues when investigating brand sustainability. The present paper focuses on a reliable assessment of a brand’s ecological, social, and economic sustainability as perceived by consumers. Thus, a measurement instrument was developed that considers and combines implicit and explicit evaluations of brand sustainability. Moreover, the effects of implicit and explicit sustainability perception on customer perceived value of brands are studied. Finally, the transfer from a positive customer evaluation to brand performance in terms of brand-related perception and brand-related behavior is examined.
UR - http://www.scopus.com/inward/record.url?scp=85118596809&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-99181-8_137
DO - 10.1007/978-3-319-99181-8_137
M3 - Conference contribution
AN - SCOPUS:85118596809
T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science
SP - 415
BT - Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces
PB - Springer Nature
ER -