Environmental CSR-initiatives influence on Brand Equity: a Case of Eco-Labeling
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
The purpose of this study was to investigate whether environmental eco-labeling CSR-initiatives have an impact on brand equity. Specifically, if Swan eco-labeling on Ariel’s detergents have an impact on Ariel´s brand equity from a consumer’s perspective. A quantitative study was conducted on Kristianstad University students in Sweden where a sample survey of consumers’ attitudes were collected then analyzed using Spearmans’ correlation coefficient along with independent-samples t-tests. A modified model of Keller´s (2009) customer-based brand equity model (CBBE) was employed along with five proposition regarding CSR´s impact on brand equity. The findings of this study showed that environmental CSR has positive effect on all of the components of brand equity such as; brand awareness, brand image, brand meaning, brand response and brand resonance. In conclusion the findings of this study show that the Swan eco-label on Ariel’s detergents has an impact on how the respondents view Ariel as a brand.
Place, publisher, year, edition, pages
2013. , 19 p.
Corporate Social Responsibility, Brand Equity, Environmental CSR, Brand Management, Consumer, Attitude, Eco-Labeling
Social Sciences Business Administration
IdentifiersURN: urn:nbn:se:hkr:diva-13237OAI: oai:DiVA.org:hkr-13237DiVA: diva2:766410
Degree of Bachelor of Science in Business and Economics
UppsokSocial and Behavioural Science, Law