Eco-Friendly Brands to Drive Sustainable Development: Replication and Extension of the Brand Experience Scale in a Cross-National Context

Ulla A. Saari, Rupert J. Baumgartner and Saku J. Mäkinen
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Ulla A. Saari: Center for Innovation and Technology Research, Department of Industrial and Information Management, Tampere University of Technology, 33720 Tampere, Finland
Rupert J. Baumgartner: Institute of Systems Sciences, Innovation and Sustainability Research, University of Graz, 8010 Graz, Austria
Saku J. Mäkinen: Center for Innovation and Technology Research, Department of Industrial and Information Management, Tampere University of Technology, 33720 Tampere, Finland

Sustainability, 2017, vol. 9, issue 7, 1-26

Abstract: The purpose of this study is to explore how consumers perceive eco-friendliness in their brand experiences and how this can be measured cross-nationally. This is a replication-extension study based on an existing brand experience scale. Data were collected in India and Finland from smartphone users ( N = 1008). The fitness of the brand experience model is validated cross-nationally with structural equation modeling. The empirical data consisting of consumers’ responses on the Apple, Samsung, and Nokia brands confirm that there is a unique dimension of eco-friendliness in the general brand experiences of consumers, and it is generalizable cross-nationally in India and Finland. The study presents a consumer-focused measure of sustainable development that could be used to track how consumers perceive the eco-friendliness of brands. The paper links consumer experiences that guide sustainable consumption behavior to the macro-level management of sustainable development. This paper extends previous research on brand experience measurement by testing cross-nationally a scale including a dimension for measuring eco-friendliness. The brand experience measurement scale could aid companies in tracking the success of their sustainable development initiatives on the brand level.

Keywords: brand experience; brand measurement; eco-friendliness; e-waste; microfoundations; sustainable development (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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