Consumer and Brand Factors that Influence Perceptions of Green Brand Extensions
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).