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Environmental CSR-initiatives influence on Brand Equity: a Case of Eco-Labeling
Kristianstad University, School of Health and Society.
Kristianstad University, School of Health and Society.
2013 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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.
Keyword [en]
Corporate Social Responsibility, Brand Equity, Environmental CSR, Brand Management, Consumer, Attitude, Eco-Labeling
National Category
Social Sciences Business Administration
URN: urn:nbn:se:hkr:diva-13237OAI: diva2:766410
Educational program
Degree of Bachelor of Science in Business and Economics
Social and Behavioural Science, Law
Available from: 2014-11-27 Created: 2014-11-27 Last updated: 2014-11-28Bibliographically approved

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