Open AccessGreen Brand Image and Sustainability: Marketing Implications of High-School Student Responses
Author(s) -
Paul James,
Jasmine James
Publication year - 2022
Publication title -
international journal of marketing studies
Language(s) - English
Resource type - Journals
eISSN - 1918-7203
pISSN - 1918-719X
DOI - 10.5539/ijms.v14n1p81
Subject(s) - sustainability , marketing , brand loyalty , brand management , loyalty , population , scope (computer science) , business , brand image , public relations , sociology , psychology , political science , ecology , computer science , biology , programming language , demography
This is a research paper that is focused on assessing issues relating to green brand image influences on high-school students and its implications sustainability.
An interpretive methodology was utilised in order to help understand high-school student perceptions of Brand Image in terms of Sustainability. The scope for this research were high-school students with the population of interest made up of 11 private schools, located at independent school sites, situated in Bangkok, Thailand.
Findings: The research outcomes comprised of Five (5) Main Themes: Emotional Engagement, Green Brand Trust, Green Brand Loyalty, Functional Benefits, Sustainable Corporate Image; and Twelve (12) sub-themes created through the focused analysis of 133 conversation targets.
The paper addresses the raised issues and implications for managing Green Brand Image and Sustainability. These indications are synthesised from major research actors in the field that show that socio-political strategies, economics and marketing Brand developments that should be made clearer and a paradigm shift made to strengthen strategies to engage younger people in positive Brand Image management.