Green Brand Positioning in the Online Environment

Hui‐Ju Wang

27 citations0/0 files storedInternational journal of communication

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Environmental Sustainability in Business Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

The online environment has been influential in building corporate brands. This study explores green brand positioning in the online environment via content analysis and network analysis approaches. Using the techniques of centrality measure and structural equivalence, the study offers a network perspective on content and structural relationships of green brand positioning in corporate websites. This study extends brand positioning knowledge to online green branding contexts and offers researchers a new approach to explore the structural relationships among positioning elements. The results have significant implications for green brands’ development of e-business positioning strategies.

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References

1994Qualitative Data Analysis: An Expanded Sourcebook 1998Basics of qualitative research : techniques and procedures for developing grounded theory 1984Content Analysis: An Introduction to its Methodology.1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1995Building Strong Brands 2003eTailQ: dimensionalizing, measuring and predicting etail quality 2009The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust 1982A Means-End Chain Model Based on Consumer Categorization Processes

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