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Green brand extension strategy and online communities

机译：绿色品牌推广策略和在线社区

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Purpose - The purpose of this paper is to examine current and prospective consumer perceptions, purchase intent and parent brand evaluation due to green brand - line and category extensions by marketers of established (non-green) brands for products with high vs low perceived environmental impact.rnDesign/methodology/approach - The paper analyses responses to online surveys by 602 pet-owners at social networking websites. The quasi-experiment considered perceived environmental impact of core product, parent-brand user status, and green extension strategy (line vs category). Brand extension evaluation, purchase intent, and parent brand evaluation were then measured. Findings - Results suggest that consumers are more likely to purchase green extensions of products with high perceived environmental impact and that current consumers prefer green line extensions to green category extensions. Both have similar reciprocal impact on parent brand evaluation among current consumers.rnResearch limitations/implications - The data have external validity but lack the control possible in laboratory experiments. Future research should replicate the study in other product categories. Practical implications - Managers of established brands should consider brand extensions of products associated with high environmental impact only.rnOriginality/value - This paper examines managerial implications of line vs category extension strategies for green brand extensions of established brands.
机译：目的-本文的目的是研究由于绿色品牌而引起的当前和潜在的消费者认知，购买意向和母品牌评估-已建立（非绿色）品牌的营销人员针对感知环境影响高或低的产品扩展了产品线和类别.rnDesign / methodology / approach-本文分析了602个宠物主人在社交网站上对在线调查的回应。准实验考虑了核心产品对环境的影响，母品牌用户的状态以及绿色推广策略（产品线与类别）。然后测量品牌延伸评估，购买意图和母品牌评估。调查结果-结果表明，消费者更有可能购买对环境有较高影响的绿色延伸产品，并且当前消费者更喜欢绿色延伸而不是绿色类别延伸。两者都对当前消费者的母品牌评价产生相似的相互影响。研究限制/意义-数据具有外部有效性，但缺乏实验室实验中可能的控制。未来的研究应将该研究复制到其他产品类别中。实际意义-既有品牌的经理应只考虑与环境影响相关的产品的品牌延伸。原创性/价值-本文研究线与类别扩展策略对既有品牌的绿色品牌延伸的管理意义。

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