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Eine Erweiterung des Markencontrolling zur effektiveren Vermeidung von Greenwashing

Author

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  • Griese, Kai-Michael
  • Seyfert, Wolfgang

Abstract

Immer wieder klafft eine Lücke zwischen den in der Markenkommunikation behaupteten und den tatsächlichen ökologischen Leistungen. In der Literatur zum Markencontrolling wurde derartiges Greenwashing in der Vergangenheit vernachlässigt. Dieser Beitrag geht im Folgenden auf Basis einer Literaturanalyse der Frage nach, wie Markencontrolling erweitert werden kann, um Greenwashing in der Zukunft besser eindämmen zu können.

Suggested Citation

  • Griese, Kai-Michael & Seyfert, Wolfgang, 2016. "Eine Erweiterung des Markencontrolling zur effektiveren Vermeidung von Greenwashing," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 1(01/2016), pages 79-93.
    • Handle: RePEc:zbw:afmpwm:261116
    DOI: 10.15459/95451.6
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    References listed on IDEAS

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    1. C. Vallester & A. Lindgreen & F. Maon, 2012. "Strategically leveraging corporate social responsibility to the benefit of company and society : a corporate branding perspective," Post-Print hal-00800282, HAL.
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