Don’T Put All Your Green Eggs in One Basket: Examining Self-Monitoring and Environmentally Friendly Sub-Branding Strategy

Jayoung Koo, University of Minnesota, USA
Barbara Loken, University of Minnesota, USA
To find a sub-branding strategy that promotes eco-friendly images for brands, we examine two sub-branding strategies, and show that when green products are dispersed across several sub-brands (versus concentrated within one sub-brand), people make inferences that the overall parent brand is eco-friendly. Results also vary by the level of self-monitoring.
[ to cite ]:
Jayoung Koo and Barbara Loken (2012) ,"Don’T Put All Your Green Eggs in One Basket: Examining Self-Monitoring and Environmentally Friendly Sub-Branding Strategy", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 847-848.