Environmental CSR-initiatives influence on Brand Equity : a Case of Eco-Labeling

• Main Authors: Anabtawi, Rewa, Amin, Berivan
• Format: Others
• Language: English
• Published: Högskolan Kristianstad, Sektionen för hälsa och samhälle 2013
• Subjects: Corporate Social Responsibility; Brand Equity; Environmental CSR; Brand Management; Consumer; Attitude; Eco-Labeling
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-13237

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.