Functional versus emotional dimensions in green branding for IT companies: a study of corporate websites
2009 (English)In: Proceedings: ANZMAC Annual Conference, Australian & New Zealand Marketing Academy , 2009Conference paper (Refereed)
This paper attempts to uncover the reasons behind the discrepancies between perceived "greenness" of an IT brand and an objective evaluation of the company's sustainability practices through the study of corporate websites as brand positioning tools. Different elements of a corporate branding strategy are examined. Key findings include: 1) Corporate websites of all studied companies are similar in terms of content and design, indicating websites are not a differentiating factor. 2) IT company websites appeal to the functional dimension of green brand positioning strategies and less on the emotional dimension. 3) IT companies are mindful of accusations of greenwashing and are careful about their environmental claims. Areas for further research are suggested.
Place, publisher, year, edition, pages
Australian & New Zealand Marketing Academy , 2009.
Research subject Industrial Marketing
IdentifiersURN: urn:nbn:se:ltu:diva-39112Local ID: db99e470-bd51-11de-b769-000ea68e967bISBN: 1-86308-158-5OAI: oai:DiVA.org:ltu-39112DiVA: diva2:1012621
Australian and New Zealand Marketing Academy Conference : 30/11/2009 - 02/12/2009
Godkänd; 2009; 20091020 (ysko)2016-10-032016-10-03Bibliographically approved