27 Apr '12, 10am

How to grow consumer attachment to green brands

How to grow consumer attachment to green brands

Marketers work hard to create an emotional link between consumers and the brands those marketers promote. But that kind of attachment is not easily won and must be nurtured over time. Experts say one way to create that emotional link is by aligning a brand’s identity with the consumer’s sense of self; that is, with a person’s understanding of who they are and what they want to be. But which sense of self are we talking about? The actual one based on how consumers perceive themselves today – or the ideal one based on who they aspire to be? Answering that question has profound implications for brands, including green brands, in terms of how they should build brand attachment with consumers. Lucia Malär, an assistant professor of marketing at the University of Bern's Institute of Marketing and Management, and several of her colleagues recently published a paper in the Journal...

Full article: http://www.greenbiz.com/blog/2012/04/27/how-grow-consumer...

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