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Open AccessArticle

Sustainability and Branding: An Integrated Perspective of Eco-innovation and Brand

1
Department of Marketing, Trade and World Forestry, Technical University in Zvolen, T. G. Masaryka 24, 960 01 Zvolen, Slovakia
2
Department of Communication, University of Zilina, Univerzitná 8215/1, 010 26 Zilina, Slovakia
3
Faculty of Health, Slovak Medical University in Bratislava, Sládkovičova 21, 974 05 Banská Bystrica, Slovakia
4
Department of Economics, University of Zilina, Univerzitná 8215/1, 010 26 Zilina, Slovakia
*
Author to whom correspondence should be addressed.
Sustainability 2021, 13(2), 732; https://doi.org/10.3390/su13020732
Received: 20 November 2020 / Revised: 5 January 2021 / Accepted: 11 January 2021 / Published: 13 January 2021
(This article belongs to the Special Issue Sustainable Brand Management)
Eco-innovation presents a tool that helps companies to transform environmental constraints into opportunities and advantages such as cost reduction, better reputation, and benefit for new markets. The purpose of the paper is to evaluate the perception of eco-innovation and green brands in the context of sustainability in Slovakia and their mutual relation. The applied research focused on the perception of eco-innovation and green brands. The survey was realized by the Kano model that provides customers’ opinions regarding the requirements of the monitored object. In our case, the research object is ecological innovation evaluated in terms of selected parameters. To generalize the relationships among examined parameters, cluster analysis was applied to identify clusters of examined parameters of ecological innovations. The aim of the contribution is to present the output of the cluster analysis in a form of a dendrogram showing a graphical grouping of related objects in three clusters that include examined parameters according to their perception by customers. View Full-Text
Keywords: sustainability; eco-innovation; green branding; cluster analysis sustainability; eco-innovation; green branding; cluster analysis
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MDPI and ACS Style

Loučanová, E.; Šupín, M.; Čorejová, T.; Repková-Štofková, K.; Šupínová, M.; Štofková, Z.; Olšiaková, M. Sustainability and Branding: An Integrated Perspective of Eco-innovation and Brand. Sustainability 2021, 13, 732. https://doi.org/10.3390/su13020732

AMA Style

Loučanová E, Šupín M, Čorejová T, Repková-Štofková K, Šupínová M, Štofková Z, Olšiaková M. Sustainability and Branding: An Integrated Perspective of Eco-innovation and Brand. Sustainability. 2021; 13(2):732. https://doi.org/10.3390/su13020732

Chicago/Turabian Style

Loučanová, Erika; Šupín, Mikuláš; Čorejová, Tatiana; Repková-Štofková, Katarína; Šupínová, Mária; Štofková, Zuzana; Olšiaková, Miriam. 2021. "Sustainability and Branding: An Integrated Perspective of Eco-innovation and Brand" Sustainability 13, no. 2: 732. https://doi.org/10.3390/su13020732

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