Haddock-Fraser, J.E. (2009) The relationship between corporate-brand equity and the eco-agenda: is there evidence of legitimacy? In: 5th International Conference of the Academy of Marketing, brand and corporate reputation special interest group, 1st-3rd September, Clare College Cambridge, UK.
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Abstract
Research to date considering brand equity relating to eco-behaviour has tended to concentrate at the specific product level, rather than corporate branding (e.g. Montoro-Rios, Luque-Martinez, Rodriguez-Molina, 2008). This paper will evaluate corporate perspectives on brand-name equity in relation to eco-behaviour and will clarify the value of such corporate identity amongst stakeholders. The importance of this research is that it develops a novel perspective on the issue of eco-behaviour to corporate brand equity, and will be of value to companies in determining their corporate environmental strategies. More specifically, this paper explores the legitimacy of the eco-behaviour of large (FTSE 100) corporate-brand companies by considering two questions: 1. Are brand-name companies more likely to engage in sound environmental management practices than non- brand companies, and if so in what particular aspects? 2. Can such behaviours be explained in terms of either financial and/or reputational benefit, thus enhancing corporate- brand equity?
| Item Type: | Conference or workshop item (Paper) |
|---|---|
| Subjects: | H Social Sciences > HF Commerce G Geography. Anthropology. Recreation > GE Environmental Sciences |
| Divisions: | Faculties > Social Sciences > Kent Business School |
| Depositing User: | Janet Haddock-Fraser |
| Date Deposited: | 29 Jun 2011 12:35 |
| Last Modified: | 16 Dec 2011 15:33 |
| Resource URI: | http://kar.kent.ac.uk/id/eprint/22629 (The current URI for this page, for reference purposes) |
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