Effects of green brand communication on brand associations and attitude

Abstract

This study analyses the communicational implementation of green brand associations. Three distinct types of emotional brand benefits suitable for green branding are identified: the feeling of well-being (“warm glow”) from acting in an altruistic way, self-expressive benefits, and nature-related consumption experiences. Dimensionality of green brand associations and impact on brand attitude are tested in the scope of a survey of consumer perceptions of three established energy brands in the Spanish consumer-energy market, one of them recently positioned as a green energy brand. Results of the study confirm significant perceptual effects of green brand communications, proposed dimensions of green brand benefits, as well as significant positive attitude effects of green brand associations.

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