Vanessa Apaolaza Ibáñez

Green branding effects on attitude: functional versus emotional positioning strategies

Purpose – Proposes a set of strategic options for green brand positioning, based either on functional brand attributes or on emotional benefits. The aim of the study is to test the suggested green positioning strategies against one another, assessing their effect on perceived brand positioning and brand attitude.Design/methodology/approach – A theoretical model of the dimensionality and attitudinal effects of green brand positioning was developed. Both suggested alternatives to green brand positioning, along with a combined functional and emotional strategy, were tested in an experimental online setting. The hypothesized model was tested in the scope of exploratory factor analysis and structural equation modelling.Findings – Results indicate an overall positive influence of green brand positioning on brand attitude. Further findings suggest distinct functional and emotional dimensions of green brand positioning with the interaction of both dimensions in the formation of brand attitude. Highest perceptual ...

Antecedents of customer loyalty in residential energy markets: Service quality, satisfaction, trust and switching costs

A conceptual framework is proposed that analyses the effect of perceived service quality, customer satisfaction, trust in the energy provider and perceived switching costs on customer loyalty in residential energy markets. Three distinct dimensions of perceived service quality are identified: technical quality of core services, technical quality of peripheral services and service process quality (functional service quality). The proposed model is tested within the scope of a representative survey of Spanish residential energy customers. Regarding the dimensions of service quality, the results indicate significant effects only of service process quality on satisfaction and, indirectly, on customer loyalty. Loyalty effects of further variables in the model are significant.

Effects of green brand communication on brand associations and attitude

This study analyses the communicational implementation of green brand associations. Three distinct types of emotional brand benefits suitable for green branding are identified: the feeling of well-being (“warm glow”) from acting in an altruistic way, self-expressive benefits, and nature-related consumption experiences. Dimensionality of green brand associations and impact on brand attitude are tested in the scope of a survey of consumer perceptions of three established energy brands in the Spanish consumer-energy market, one of them recently positioned as a green energy brand. Results of the study confirm significant perceptual effects of green brand communications, proposed dimensions of green brand benefits, as well as significant positive attitude effects of green brand associations.