Building Corporate Reputation Through Consumer Responses to Green New Products

15 Pages Posted: 24 Apr 2018 Last revised: 12 Sep 2018

See all articles by Mark Pritchard

Mark Pritchard

Central Washington University

Theresa Wilson

Central Washington University

Date Written: September 2017

Abstract

The importance of sustainability to customers, companies, and society requires an examination of the effects of green new products (GNPs). This study extends past research by examining consumer responses to a GNP and their impact on a parent firm’s corporate reputation (CR). Survey responses were used to test a structural model that investigated whether consumer responses to a new wind farm bolstered an energy service company’s CR. Results suggest adding a GNP to a service company’s portfolio can improve consumer-based perceptions of CR. Perceptions of fit between the GNP and its larger parent company were also found to moderate explanatory links in the model. However, preexisting beliefs consumers held about the value of CSR practices and the importance of the CSR domain in which those actions were engaged did not. Strategic implications discuss how service managers can better use GNP associations to boost CR.

Keywords: Corporate reputation, Green new products, Services, CSR, Sustainability

Suggested Citation

Pritchard, Mark and Wilson, Theresa, Building Corporate Reputation Through Consumer Responses to Green New Products (September 2017). Journal of Brand Management, Vol. 25, Issue 1, 2017. Available at SSRN: https://ssrn.com/abstract=3160728 or http://dx.doi.org/10.1057/s41262-017-0071-3

Mark Pritchard (Contact Author)

Central Washington University ( email )

400 E. University Way
Ellensburg, WA 98926
United States

Theresa Wilson

Central Washington University

400 E. University Way
Ellensburg, WA 98926
United States

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