Open AccessExamining the effects of green marketing on brand and corporate image
Author(s) -
Pelin Vardarlıer,
Esra Esra
Publication year - 2020
Publication title -
international journal of business ecosystem and strategy
Language(s) - English
Resource type - Journals
ISSN - 2687-2293
DOI - 10.36096/ijbes.v2i3.211
Subject(s) - green marketing , marketing , corporate social responsibility , business , brand image , brand equity , advertising , social responsibility , brand management , corporate branding , value (mathematics) , semiotics , marketing management , environmentally friendly , return on marketing investment , public relations , political science , ecology , linguistics , philosophy , machine learning , computer science , biology
Consumers highly value environmentally-conscious companies in today's world. These businesses announce their environmental awareness through various marketing tools such as advertising, public relations, sponsorship, social responsibility projects. These methods provide support to environmentalist images of brands since they are informative yet in some cases, they are perceived as unnatural by consumers. It is possible to say that being consistent and plain for actions taken for environmental activities have a direct impact on whether these activities are unnatural or sincere. In the article, the effects on brand and corporate image of green marketing practices of businesses were examined. While examining the image created by the green marketing practices of the brands in the consumer's mind, it is also important to examine the actions taken for social responsibility. Therefore, the green marketing application processes of the corporate social responsibility approach are examined. In this article, a fuel company's advertising film, which is known as environmentally friendly with green marketing practices, has been examined according to the semiotic analysis method.