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Sustainability 2017, 9(7), 1286; doi:10.3390/su9071286

Eco-Friendly Brands to Drive Sustainable Development: Replication and Extension of the Brand Experience Scale in a Cross-National Context

1
Center for Innovation and Technology Research, Department of Industrial and Information Management, Tampere University of Technology, 33720 Tampere, Finland
2
Institute of Systems Sciences, Innovation and Sustainability Research, University of Graz, 8010 Graz, Austria
*
Author to whom correspondence should be addressed.
Received: 12 June 2017 / Revised: 19 July 2017 / Accepted: 20 July 2017 / Published: 24 July 2017
(This article belongs to the Section Economic, Business and Management Aspects of Sustainability)
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Abstract

The purpose of this study is to explore how consumers perceive eco-friendliness in their brand experiences and how this can be measured cross-nationally. This is a replication-extension study based on an existing brand experience scale. Data were collected in India and Finland from smartphone users (N = 1008). The fitness of the brand experience model is validated cross-nationally with structural equation modeling. The empirical data consisting of consumers’ responses on the Apple, Samsung, and Nokia brands confirm that there is a unique dimension of eco-friendliness in the general brand experiences of consumers, and it is generalizable cross-nationally in India and Finland. The study presents a consumer-focused measure of sustainable development that could be used to track how consumers perceive the eco-friendliness of brands. The paper links consumer experiences that guide sustainable consumption behavior to the macro-level management of sustainable development. This paper extends previous research on brand experience measurement by testing cross-nationally a scale including a dimension for measuring eco-friendliness. The brand experience measurement scale could aid companies in tracking the success of their sustainable development initiatives on the brand level. View Full-Text
Keywords: brand experience; brand measurement; eco-friendliness; e-waste; microfoundations; sustainable development brand experience; brand measurement; eco-friendliness; e-waste; microfoundations; sustainable development
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Saari, U.A.; Baumgartner, R.J.; Mäkinen, S.J. Eco-Friendly Brands to Drive Sustainable Development: Replication and Extension of the Brand Experience Scale in a Cross-National Context. Sustainability 2017, 9, 1286.

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