Pinheiro Freitas Silveira, Raphaela (2023) Are Company Appeals for Sustainability More Effective When They Reflect Their Brand Image? Bachelor thesis, Psychology.
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Abstract
Many businesses strive to change their communication messages into ones that are more sustainable in order to react to the expanding pro-environmental and social actions in society. Companies’ appeals can succeed by personalizing their message to the unique traits of their target audience rather than using a one-size-fits-all strategy. Therefore, the current paper tested the effects of sustainable messages and sustainable brand images on brand trust, brand engagement and future behavior changes of costumers. However, although businesses may change their communication to suit a target audience better, the success of this adjustment may also depend on how well the communication suits the brand itself such as congruence between business messages and brand image. For this, the paper furthermore tests the effects of a (mis)alignment between a company's financial and environmental communications and its financial and environmental brand image, on a 2 (environmental versus financially oriented message) x 2 (environmental versus financial fictitious energy company brand image) design. Dutch (N=57) and Brazilian (N=45) students and (young) professionals were the subjects of a questionnaire survey. According to our findings, perceptions of brand trust, brand engagement, and future intentions for sustainable behavior in the participants did not seem to be influenced by the more sustainable messages, more sustainable brand images, or (in)consistency between the environmental versus economic message and brand image. Keywords: Brand image, Company communication, environment, finance, Brand trust, Brand engagement, future sustainable behavior intention
| Item Type: | Thesis (Bachelor) |
|---|---|
| Supervisor name: | Bouman, T. |
| Degree programme: | Psychology |
| Differentiation route: | None [Bachelor Psychology] |
| Date Deposited: | 16 Jan 2023 08:25 |
| Last Modified: | 16 Jan 2023 08:25 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/1527 |
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