chapter 2 updated

8/12/2019 CHAPTER 2 Updated

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CHAPTER 2: LITERATURE REVIEW


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2.1 Corporate Green Branding

(Meena!"i #"ar$a % Ana$i&a !ing",

2'1)described that Green IT is a buzzword, doingthe rounds all over the world these days. Considering todays scenario, we can easily make

out the growing awareness of organizations ecological responsibilities and sustainability.

lso management depicts that sustainability is literally taking a leap to develop environment

friendly technologies, also it has been noticed that to solve the sustainability concern,

together organizations green competitive positioning and sustainability less work has been

done. lthough, not much of researches has been conducted to e!plore how Greening

Technologies "Green IT#, can help organizations attain competitive advantage with branding

of Green IT and develop sustainability. The main motive of this paper is to propose a

framework with regard to the roles of branding of Green IT in the $uest of sustainable

development of IT companies.

(Bo*en+ 2''')described corporate green branding as an initiative which re$uires several

areas in the marketing literature% building strong corporate brands, green brand positioning

strategies, greenwashing, and the use of visual and verbal components on websites. In recent

years, environmental visibility can be an e!planation for the pressures put on firms and as a

result a catalyst for green responses.

&ut (,a-+ 2'')said that while there is not a coherent theory in corporate branding, the

notion of consistency and difference is the logic behind strong corporate brands that shaped

management branding practices. corporate brand is the product of a social co'production

process which consumers participate in a dialogue'like relationship.

(Ri/era0Ca$ino+ 2'') suggests that a firms (greening process) is not linear, but an

(uneven process) which several green marketing strategies are used to target different

stakeholders. *inking a corporate brand to a social cause, such as environmental

sustainability, is a first step toward building a strong corporate brand that is connected to

consumers values.

(,a-+ 2'')Therefore, any corporate branding effort re$uires a logic that is different and a

message that can be repeated with some consistency.


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2.2 Green Brand Po!itioning #trategie!

(Patri& Hart$ann and . 3a/ier or&ada#ain4. 2''# indicates that an overall positive

in+uence of green brand positioning on brand attitude. urther -ndings suggest distinct

functional and emotional dimensions of green brand positioning with the interaction of both

dimensions in the formation of brand attitude. ighest perceptual effects were achieved

through a green positioning strategy that combined functional attributes with emotional

bene-ts.

well implemented green positioning strategy can lead to a more favourable perception of

the brand, giving support to the green marketing approach in general. This study supports

signi-cant attitude effects of both functional and emotional green positioning strategies.

Thus, brand managers should deliver emotional bene-ts through the brand, at the same time

making sure that target groups perceive real environmental bene-ts.

(Ant"on- C"an+ 2''5) derived the reasons behind the discrepancies between perceived

(greenness) of a brand and an ob/ective evaluation of the companys sustainability practices

through the study of corporate websites as brand positioning tools. 0ifferent elements of a

corporate branding strategy are e!amined.

1ey findings include% 2# Corporate websites of all studied companies are similar in terms of

content and design, indicating websites are not a differentiating factor. 3# Company websites

appeal to the functional dimension of green brand positioning strategies and less on the

emotional dimension. 4# Companies are mindful of accusations of greenwashing and are

careful about their environmental claims. reas for further research are suggested.

(Ea!ter6ing et a6+ 1557)said that for environmental advertising to be successful, a firm must

first have an environmental strategy in place dvertising strategies have changed overtimefrom (image) orientation to (product) orientation in the 2556s.(7rocess) and (factual)

orientations are the least utilized orientations which the authors suggest is an opportunity.

(Hart$ann et a6+ 2'')suggested two dimensions of positioning strategies are found to have

significant impact on brand attitudes% functional and emotional dimensions 8esults of the

same study indicate there is an overall positive influence of green brand positioning on brand

attitude. 9hile the emotional dimension proves to be more effective for the product "a car#

used in the study, it cannot be concluded decisively which dimensional is more effective.


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(8tt$an et a6+ 2''7)shows that three principals guide the development of successful green

products% consumer value positioning, calibration of consumer knowledge, and credibility of

product claims.

(Ra$9! et a6+ 2''):nfortunately, there is evidence to suggest that stated policies are not

always implemented and that e!ternal stakeholders should be skeptical of policy statements if

there is no economic incentive for their implementation.

(Montoro0Rio! et a6+ 2'')discussed about the time when all IT companies studied are

honing their green branding strategies, there is evidence to show that environmental

associations do not always enhance brand performance. Consumers have been found to

process attributes of environmental practices of a brand in a fashion similar to that of

information processing to any other attribute; but environmental beliefs have less importance.

(Vane!!a Apao6a4a I;


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perceived trade'off between functional performance of the brand and its environmental

impact.

namica =ingh "3624#,) 0evelopment of IT companies, ?ournal of

Clean @nergy Technologies, Aol. 2, Bo. 4.

&owen, . "3666#, (@nvironmental visibility% a trigger of green, organisational response),

&usiness =trategy and the @nvironment, Aol. 5 Bo. 3, pp. 53'26D.

@asterling, 0., 1enworthy, . and Bemzoff, 8. "255E#, (The greening of advertising% a

twenty'five year look at environmental advertising), ?ournal of


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chapter 2 updated

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