Consumer Behavior

Consumer and Brand Factors that Influence Perceptions of Green Brand Extensions

Authors: ,

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).