The green brand: Explicit and implicit framing effects of ecolabelling on brand knowledge
An increasing number of brands rely on ecolabelling as associative branding strategy for communicating their sustainability performance. Specifically, associative branding aims to link a brand to an ecolabel to embed sustainability into brand knowledge to provide an added value for consumers. In thi...
| Main Authors: | , , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2017-12-01
|
| Series: | Cogent Psychology |
| Subjects: | |
| Online Access: | http://dx.doi.org/10.1080/23311908.2017.1329191 |
| _version_ | 1819199226105561088 |
|---|---|
| author | Steffen Schmidt Sascha Langner Nadine Hennigs Klaus-Peter Wiedmann Evmorfia Karampournioti Gesa Lischka |
| author_facet | Steffen Schmidt Sascha Langner Nadine Hennigs Klaus-Peter Wiedmann Evmorfia Karampournioti Gesa Lischka |
| author_sort | Steffen Schmidt |
| collection | DOAJ |
| description | An increasing number of brands rely on ecolabelling as associative branding strategy for communicating their sustainability performance. Specifically, associative branding aims to link a brand to an ecolabel to embed sustainability into brand knowledge to provide an added value for consumers. In this regard, the present study applies a combined measurement approach that examines both implicit and explicit information processing to assess consumers’ brand associations related to sustainability. Specifically, a pre/post-testing is conducted to evaluate the framing effect of ecolabel exposure in a brand advertisement on the enhancement of brand knowledge. The results of the current study provide evidence that in particular implicit brand sustainability is a favorable brand association that positively affects consumers’ decision-making and preferences. Furthermore, the results reveal a relevant framing effect of ecolabelling on the enhancement of brand knowledge, on both implicit and explicit levels. In addition, the study results indicate the existence of three efficacy parameters that influence brand knowledge transfer: adequate ecolabel-brand fit, early ecolabel recognition time, and distinct implicit-explicit knowledge acquisition. |
| first_indexed | 2024-12-23T03:12:58Z |
| format | Article |
| id | doaj.art-49688156a8334b78b2afdb2c0a611ff6 |
| institution | Directory Open Access Journal |
| issn | 2331-1908 |
| language | English |
| last_indexed | 2024-12-23T03:12:58Z |
| publishDate | 2017-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Psychology |
| spelling | doaj.art-49688156a8334b78b2afdb2c0a611ff62022-12-21T18:02:13ZengTaylor & Francis GroupCogent Psychology2331-19082017-12-014110.1080/23311908.2017.13291911329191The green brand: Explicit and implicit framing effects of ecolabelling on brand knowledgeSteffen Schmidt0Sascha Langner1Nadine Hennigs2Klaus-Peter Wiedmann3Evmorfia Karampournioti4Gesa Lischka5Leibniz University of HannoverLeibniz University of HannoverLeibniz University of HannoverLeibniz University of HannoverLeibniz University of HannoverKochstrasse™ – Agentur für Marken GmbHAn increasing number of brands rely on ecolabelling as associative branding strategy for communicating their sustainability performance. Specifically, associative branding aims to link a brand to an ecolabel to embed sustainability into brand knowledge to provide an added value for consumers. In this regard, the present study applies a combined measurement approach that examines both implicit and explicit information processing to assess consumers’ brand associations related to sustainability. Specifically, a pre/post-testing is conducted to evaluate the framing effect of ecolabel exposure in a brand advertisement on the enhancement of brand knowledge. The results of the current study provide evidence that in particular implicit brand sustainability is a favorable brand association that positively affects consumers’ decision-making and preferences. Furthermore, the results reveal a relevant framing effect of ecolabelling on the enhancement of brand knowledge, on both implicit and explicit levels. In addition, the study results indicate the existence of three efficacy parameters that influence brand knowledge transfer: adequate ecolabel-brand fit, early ecolabel recognition time, and distinct implicit-explicit knowledge acquisition.http://dx.doi.org/10.1080/23311908.2017.1329191brand knowledgeframing effectbrand leveragingsustainability advertisingecolabelingimplicit measuresreaction time measurementuniversal structure modeling |
| spellingShingle | Steffen Schmidt Sascha Langner Nadine Hennigs Klaus-Peter Wiedmann Evmorfia Karampournioti Gesa Lischka The green brand: Explicit and implicit framing effects of ecolabelling on brand knowledge Cogent Psychology brand knowledge framing effect brand leveraging sustainability advertising ecolabeling implicit measures reaction time measurement universal structure modeling |
| title | The green brand: Explicit and implicit framing effects of ecolabelling on brand knowledge |
| title_full | The green brand: Explicit and implicit framing effects of ecolabelling on brand knowledge |
| title_fullStr | The green brand: Explicit and implicit framing effects of ecolabelling on brand knowledge |
| title_full_unstemmed | The green brand: Explicit and implicit framing effects of ecolabelling on brand knowledge |
| title_short | The green brand: Explicit and implicit framing effects of ecolabelling on brand knowledge |
| title_sort | green brand explicit and implicit framing effects of ecolabelling on brand knowledge |
| topic | brand knowledge framing effect brand leveraging sustainability advertising ecolabeling implicit measures reaction time measurement universal structure modeling |
| url | http://dx.doi.org/10.1080/23311908.2017.1329191 |
| work_keys_str_mv | AT steffenschmidt thegreenbrandexplicitandimplicitframingeffectsofecolabellingonbrandknowledge AT saschalangner thegreenbrandexplicitandimplicitframingeffectsofecolabellingonbrandknowledge AT nadinehennigs thegreenbrandexplicitandimplicitframingeffectsofecolabellingonbrandknowledge AT klauspeterwiedmann thegreenbrandexplicitandimplicitframingeffectsofecolabellingonbrandknowledge AT evmorfiakarampournioti thegreenbrandexplicitandimplicitframingeffectsofecolabellingonbrandknowledge AT gesalischka thegreenbrandexplicitandimplicitframingeffectsofecolabellingonbrandknowledge AT steffenschmidt greenbrandexplicitandimplicitframingeffectsofecolabellingonbrandknowledge AT saschalangner greenbrandexplicitandimplicitframingeffectsofecolabellingonbrandknowledge AT nadinehennigs greenbrandexplicitandimplicitframingeffectsofecolabellingonbrandknowledge AT klauspeterwiedmann greenbrandexplicitandimplicitframingeffectsofecolabellingonbrandknowledge AT evmorfiakarampournioti greenbrandexplicitandimplicitframingeffectsofecolabellingonbrandknowledge AT gesalischka greenbrandexplicitandimplicitframingeffectsofecolabellingonbrandknowledge |