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

Ivana First ()
Additional contact information
Ivana First: Faculty of Economics & Business-Rijeka

Tržište/Market, 2007, vol. 19, issue 1, 73-84

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.

Keywords: brand environmental embeddedness; brand awareness; company performance; corporate social responsibility (search for similar items in EconPapers)
Date: 2007
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://hrcak.srce.hr/file/33668 (application/pdf)
None

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:zag:market:v:19:y:2007:i:1:p:73-84

Ordering information: This journal article can be ordered from
Tržište/Market, Faculty of Economics and Business, Trg J. F. Kennedy 6, 10000 Zagreb, Croatia.
http://www.efzg.unizg.hr/trziste

Access Statistics for this article

Tržište/Market is currently edited by Đurđana Ozretić Došen

More articles in Tržište/Market from Faculty of Economics and Business, University of Zagreb Contact information at EDIRC.
Bibliographic data for series maintained by Tanja Komarac ( this e-mail address is bad, please contact ).