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A Brand New World – The Effect of Brand Equity on the Purchase Intent of Consumers who are Willing to buy from Companies with a Demonstrated Commitment to Sustainability

by Khatri, Niyanta

Abstract

The emergence of a corporate culture of investments in sustainability has presented many opportunities and challenges in understanding consumer behavior. In a world of choices, the reasons consumers purchase one product over another can be driven by a multitude of factors. One central tenet affecting the environmentally conscious consumers’ Purchase Intent (PI) towards a company that may or may not demonstrate the same environmental ideas as them lies in the company’s Brand Equity. The assumption is that strong relationships between consumers and the brand equity they place on companies help create stronger, more favorable brand associations, improving brand preference and consequently influencing levels of consumer acceptance. So even though, there is a growing evidence that consumers’ PI are highly correlated with companies that demonstrate a sustainability component, by integrating the literature on Brand Equity and Brand Preferences, this paper hopes to investigate how then does Brand Equity affect consumers’ PI towards companies with a demonstrated commitment to sustainability?

Note

The author has given permission for this work to be deposited in the Digital Archive of Colorado College.

Colorado College Honor Code upheld.

Includes bibliographical references.

Administrative Notes

The author has given permission for this work to be deposited in the Digital Archive of Colorado College.

Colorado College Honor Code upheld.

Copyright
Copyright restrictions apply.
Publisher
Colorado College Tutt Library
PID
coccc:27443
Digital Origin
born digital
Extent
52 pages : illustrations
Thesis
Senior Thesis -- Colorado College
Thesis Advisor
Christina Rader
Department/Program
Economics and Business
Degree Name
Bachelor of Arts
Degree Type
bachelor
Degree Grantor
Colorado College Tutt Library
Date Issued
2017-05