All over the world, enterprises face the challenge of combining economic and environmental goals. An obvious, recurrent, and yet not fully answered question is whether, and under which circumstances, an improvement in a firm’s environmental performance leads to higher profits. Looking at innovation data, the present study, addresses the question whether Environmental Innovation (EI) is synergic with other types of innovation. To this aim, we separately consider the competitive gains from efficiency increases and cost savings due to different types of environmental innovations (EI) affecting the supply and the demand sides of a firm’s activity. We identify synergic interactions between EI and some but not all other types of innovation.
02:51
Although consumers rely on their activities to help construct their identity, antecedents and outcomes of consumer-activity identification (CAI) have not been elucidated. This research addresses this gap through the development of a conceptual model that is tested through two studies. Study 1 finds that CAI leads to consumer-brand identification (CBI). Further, CBI mediates the relationship between CAI and brand loyalty. Study 2 expands these findings by understanding the role of brand and activity social benefits as antecedents for CAI and CBI and including a second brand outcome: brand relationship continuance. Taken together, the results indicate that consumers indeed rely on the activities a brand is used within to construct their identity in addition to the brand.
HAWKINS Matthew - Burgundy School of Business |
- Research
- Marketing, Sales and Communication