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Green Brand Image and Sustainability: Marketing Implications of High-School Student Responses

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  • Paul James
  • Jasmine James

Abstract

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.

Suggested Citation

  • Paul James & Jasmine James, 2022. "Green Brand Image and Sustainability: Marketing Implications of High-School Student Responses," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 14(1), pages 1-81, December.
    • Handle: RePEc:ibn:ijmsjn:v:14:y:2022:i:1:p:81
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    References listed on IDEAS

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    2. Polonsky, Michael Jay, 2011. "Transformative green marketing: Impediments and opportunities," Journal of Business Research, Elsevier, vol. 64(12), pages 1311-1319.
    3. John, Deborah Roedder, 1999. "Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(3), pages 183-213, December.
    4. Shahid Bashir & Muddasar Ghani Khwaja & Yasir Rashid & Jamshid Ali Turi & Tariq Waheed, 2020. "Green Brand Benefits and Brand Outcomes: The Mediating Role of Green Brand Image," SAGE Open, , vol. 10(3), pages 21582440209, August.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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