IDEAS home Printed from https://ideas.repec.org/a/igg/jsem00/v5y2016i3p37-50.html
   My bibliography  Save this article

Defining Primary Brand Associations for the Strategic Positioning of Certified Organic Products

Author

Listed:
  • Narcis-Alexandru Bozga

    (The Bucharest University of Economic Studies, Bucharest, Romania)

  • Adina Cristea

    (The Bucharest University of Economic Studies, Bucharest, Romania)

Abstract

Defining a coherent brand positioning strategy requires conceptualizing, communicating and managing brand associations that are strong, unique and favorable. Defining primary brand associations is especially difficult for certified organic products due to the apparent lack of a theoretical framework that thorougly analyses consumer perceptions and behavior towards organic products. The purpose of this article is to identify primary brand associations specific to certified organic products that can serve as brand positioning bases. The authors identify how these elicited primary brand associations are correlated to consumers' attitude towards organic products and to specific socio-demographic variables. Based on these correlations, authors develop a strategic framework useful for selecting relevant brand associations in the positioning of certified organic products. The research was conducted on a sample of 763 respondents and is nationally representative for Romanian urban residents.

Suggested Citation

  • Narcis-Alexandru Bozga & Adina Cristea, 2016. "Defining Primary Brand Associations for the Strategic Positioning of Certified Organic Products," International Journal of Sustainable Economies Management (IJSEM), IGI Global, vol. 5(3), pages 37-50, July.
    • Handle: RePEc:igg:jsem00:v:5:y:2016:i:3:p:37-50
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJSEM.2016070103
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Mihai STOICA, 2023. "Organic Food Positioning: How Do Companies Want Their Brand To Be Perceived By Consumers?," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 61-93, May.
    2. Stoica Mihai, 2021. "Green Brand Positioning for Organic Food: A Content Analysis of Corporate Websites," Studia Universitatis Babeș-Bolyai Oeconomica, Sciendo, vol. 66(3), pages 57-76, December.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jsem00:v:5:y:2016:i:3:p:37-50. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.