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A critical evaluation of the congruence between brand image and brand identity within the green marketing space
Dissertation (MBA)--University of Pretoria, 2012.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613472286572544 |
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| access_status_str | Open Access |
| author2 | Goldman, Michael |
| author_browse | Goldman, Michael |
| author_facet | Goldman, Michael |
| collection | Thesis |
| dc_rights_str_mv | © 2012 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Dissertation (MBA)--University of Pretoria, 2012. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/23262 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:36:41.285Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/23262 A critical evaluation of the congruence between brand image and brand identity within the green marketing space Goldman, Michael ichelp@gibs.co.za Campbell, William Robert UCTD Brand image Brand identity Green marketing Brand personality Congruence Dissertation (MBA)--University of Pretoria, 2012. Globally, the market for green products and services is worth billions of dollars and is growing year on year at an increasing rate. The following study investigated the congruence between brand image and brand identity within the green marketing space, focusing specifically on Pick ‘n Pay’s Green Line of environmentally friendly household cleaning products.Through interviewing Pick ‘n Pay’s brand manager for their Green Line and one hundred shoppers at Pick ‘n Pay’s on Nicol store in Bryanston, Johannesburg, South Africa, the brand identity and brand image were both respectively characterised. Data was also gathered from the shoppers to allow the brand loyalty and brand equity generated to be determined.This research identified that for Pick ‘n Pay’s Green Line to generate positive brand loyalty and brand equity:<ul><li> A strong alignment between brand image and brand identity must be achieved;</li><li> There must be a strong believability of the green claims made; and</li><li> The credibility (trustworthiness) of the green claims must be sound.</il></ul>A model designed specifically to illustrate and summarise the findings of the research is later presented with the aim of providing brand managers who oversee products with green credentials a quick and simple guide to ensure all is being done to ensure that brand loyalty and brand equity for their products may be maximized. Gordon Institute of Business Science (GIBS) unrestricted 2013-09-06T14:49:45Z 2013-04-25 2013-09-06T14:49:45Z 2013-04-25 2012 2013-03-16 Dissertation Campbell, WR 2012, A critical evaluation of the congruence between brand image and brand identity within the green marketing space, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/23262 > F13/4/352/zw http://hdl.handle.net/2263/23262 http://upetd.up.ac.za/thesis/available/etd-03162013-100312/ © 2012 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Brand image Brand identity Green marketing Brand personality Congruence A critical evaluation of the congruence between brand image and brand identity within the green marketing space |
| title | A critical evaluation of the congruence between brand image and brand identity within the green marketing space |
| title_full | A critical evaluation of the congruence between brand image and brand identity within the green marketing space |
| title_fullStr | A critical evaluation of the congruence between brand image and brand identity within the green marketing space |
| title_full_unstemmed | A critical evaluation of the congruence between brand image and brand identity within the green marketing space |
| title_short | A critical evaluation of the congruence between brand image and brand identity within the green marketing space |
| title_sort | critical evaluation of the congruence between brand image and brand identity within the green marketing space |
| topic | UCTD Brand image Brand identity Green marketing Brand personality Congruence |
| url | http://hdl.handle.net/2263/23262 http://upetd.up.ac.za/thesis/available/etd-03162013-100312/ |