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Functional Versus Emotional Dimensions in Green Branding for IT Companies: A Study of Corporate Websites

Year: 2009

Type: conference-paper

Abstract: This paper attempts to uncover the reasons behind the discrepancies between perceived "greenness" of an IT brand and an objective evaluation of the company's sustainability practices through the study of corporate websites as brand positioning tools. Different elements of a corporate branding strategy are examined. Key findings include: 1) Corporate websites of all studied companies are similar in terms of content and design, indicating websites are not a differentiating factor. 2) IT company websites appeal to the functional dimension of green brand positioning strategies and less on the emotional dimension. 3) IT companies are mindful of accusations of greenwashing and are careful about their environmental claims. Areas for further research are suggested.

Source: KTH Publication Database DiVA (KTH Royal Institute of Technology)

Author: Anthony Chan

Institution: Luleå University of Technology

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2182585746

FWCI:

Cites: 10

Cited by:

Related to: 10