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Interrelationship between a brand’s environmental embeddedness, brand awareness and company performance

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  • Ivana First

    (Faculty of Economics & Business-Rijeka)

Abstract

The purpose of the research was to define and measure a brand’s environmental embeddedness that, unlike the constructs used in previous environmental research, measures to which extent brand identity is embedded in environmental values. The purpose was also to assess a correlation of this variable to brand awareness and company performance. This study is based on three overlapping theoretical backgrounds: brand management, corporate social responsibility and organizational culture. Secondary data as well as content analysis and survey-based primary data were used. The results indicate a correlation between the environmental embeddedness of brands and brand awareness, but no correlation of these two variables to company performance. Such results support the idea that companies should indeed invest in being environmentally friendly so as to increase their chances of being recognized, while also indicating that the companies that own strong brands cannot afford not to be environmentally conscious as that could hurt their corporate brand values.

Suggested Citation

  • Ivana First, 2007. "Interrelationship between a brand’s environmental embeddedness, brand awareness and company performance," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 19(1), pages 73-84.
    • Handle: RePEc:zag:market:v:19:y:2007:i:1:p:73-84
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    References listed on IDEAS

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    Cited by:

    1. Ivana First & Deepali Sinha Khetriwal, 2010. "Exploring the relationship between environmental orientation and brand value: is there fire or only smoke?," Business Strategy and the Environment, Wiley Blackwell, vol. 19(2), pages 90-103, February.

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