文章基本信息

标题：An Application of Brand Personality to Green Consumers: A Thematic Analysis
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作者：Acharya, Anitha ; Gupta, Manish
期刊名称：The Qualitative Report
印刷版ISSN：1052-0147
出版年度：2016
卷号：21
期号：8
页码：1531-1545
出版社：Nova Southeastern University
摘要：Green products are increasingly becoming popular in India as a fashion statement. Yet, limited attention has been given to understand why users of green products associate themselves with green brands in India. Therefore, the purpose of this study is to investigate the applicability of brand personality to green products. Thematic analysis of semi-structured interviews and focus group discussions of green product consumers revealed six dimensions of green brand personality (GBP). GBP is a set of human characteristics associated with a green brand. By focusing on the green brand personality dimensions discovered in this paper, marketing managers can better understand why people buy green products. Companies can use this enhanced understanding to promote their green products in order to enhance sales and encourage/attract non-green product customers to switch to green products.
关键词：Green Brand Personality; Semi-Structured Interview; Thematic Analysis; Qualitative Study