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Consumer Behavior

Consumer and Brand Factors that Influence Perceptions of Green Brand Extensions

Authors
  • Hye-Shin Kim (University of Delaware)
  • Michelle Ma (University of Delaware)

Abstract

Companies commonly demonstrate their commitment to the environment and compete in the green marketplace by leveraging their brand equity and introducing green brand extensions. Brand extensions allow well-known brands with a loyal customer base to engage in new sustainability efforts with less assumed risk.

Keywords: involvement, brand, extension, environment

How to Cite:

Kim, H. & Ma, M., (2014) “Consumer and Brand Factors that Influence Perceptions of Green Brand Extensions”, International Textile and Apparel Association Annual Conference Proceedings 71(1).

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Published on
01 Jan 2014
Peer Reviewed
License
Creative Commons Attribution 4.0