Year: 2016
Type: article
Abstract: The online environment has been influential in building corporate brands. This study explores green brand positioning in the online environment via content analysis and network analysis approaches. Using the techniques of centrality measure and structural equivalence, the study offers a network perspective on content and structural relationships of green brand positioning in corporate websites. This study extends brand positioning knowledge to online green branding contexts and offers researchers a new approach to explore the structural relationships among positioning elements. The results have significant implications for green brands’ development of e-business positioning strategies.
Author: Hui‐Ju Wang
Institution: Fo Guang University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2290205281