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Findings

; >esults indicate an oerall positie in2luence o2 1reen #rand positionin1 on #rand

attitude Further 2indin1s su11est distinct 2unctional and emotional dimensions o2 1reen

#rand positionin1 9ith the interaction o2 #oth dimensions in the 2ormation o2 #rand

attitude Hi1hest perceptual e22ects 9ere achieed throu1h a 1reen positionin1 strate1y

that com#ined 2unctional attri#utes 9ith emotional #ene2its

Research limitations/implications

; he measures used, 9hile proidin1 1ood relia#ility and alidity, hae their limitations,

especially in the case o2 the emotional dimension o2 1reen #rand associations Future

research should concentrate on the 2urther deelopment o2 the constructs used in the

study, particularly that o2 the emotional dimension o2 1reen #rand associations and

replicate the study under ?realli2e@ conditions 9ithin di22erent product cate1ories and

9ith a representatie sample

Practical implications

; A 9ell implemented 1reen positionin1 strate1y can lead to a more 2aoura#leperception o2 the #rand, 1iin1 support to the 1reen marketin1 approach in 1eneral his

study supports si1ni2icant attitude e22ects o2 #oth 2unctional and emotional 1reen

positionin1 strate1ies hus, #rand mana1ers should delier emotional #ene2its throu1h

the #rand, at the same time makin1 sure that tar1et 1roups perceie real enironmental

#ene2its

Originality/value

; Althou1h 1reen marketin1 has #een an important research topic 2or more than three

decades, hardly any research has #een conducted that 2ocuses speci2ically on 1reen

#randin1 his paper analyses the dimensionality o2 1reen #rand positionin1, o22ers 1reen

#randin1 insi1ht and su11ests strate1ic tools 2or #rand mana1ers

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ey9ords:

"rands, Product positionin1,0reen marketin1

Pu#lisher:

Emerald 0roup Pu#lishin1 Bimited

Produsele ?er%i@ actionea%a in comertul national si international ca elemente strate1ice

Po%itionarea pe piata, din punct de edere al marketin1ului

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