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

  • Rewa Anabtawi
  • Berivan Amin

    Student thesis: Master, one year

    Abstract

    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.

    Date of Award2014-Nov-27
    Original languageEnglish
    SupervisorChrister Ekelund (Supervisor) & Håkan Pihl (Examiner)

    Educational program

    • Degree of Bachelor of Science in Business and Economics

    University credits

    • 15 HE credits

    Swedish Standard Keywords

    • Business Administration (50202)

    Keywords

    • corporate social responsibility
    • brand equity
    • environmental csr
    • brand management
    • consumer
    • attitude
    • eco-labeling

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