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Green Brand Personality: Its Relevance to the Green Marketing Practices

Green Brand Personality: Its Relevance to the Green Marketing Practices
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Author(s): Anitha Acharya (ICFAI Foundation for Higher Education (IFHE), India) and Manish Gupta (ICFAI Foundation for Higher Education (IFHE), India)
Copyright: 2018
Pages: 14
Source title: Driving Green Consumerism Through Strategic Sustainability Marketing
Source Author(s)/Editor(s): Farzana Quoquab (Universiti Teknologi Malaysia, Malaysia), Ramayah Thurasamy (Universiti Sains Malaysia, Malaysia) and Jihad Mohammad (Universiti Teknologi Malaysia, Malaysia)
DOI: 10.4018/978-1-5225-2912-5.ch009

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Abstract

The main purposes of this chapter are to define a green brand, describe its characteristics, and outline its implications. This chapter would help readers understand the need for studying green brand personality and appreciate its importance in the current market scenario. Moreover, it provides a detailed outline of the ways and means that companies can use to market such brands. It highlights the steps companies can take to increase the sales of green brands and get an edge over non-green brands. In addition, it explores certain best practices in the industry to illustrate how well green products can be sold without compromising on sales targets.

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