A brand-based perspective on differentiation of green brand positioning: A network analysis approach
Abstract
Purpose
The purpose of this paper is to offer a perspective of brand-based analysis on green brand positioning differentiation through a network analysis approach.
Design/methodology/approach
This study employs centrality and distinctiveness as bases to develop a matrix framework of green brand positioning differentiation. The two dimensions are measured from the techniques of network analysis, including analysis of the core-periphery structure and adjacency matrix.
Findings
The results yield four clusters with different positions in a 2×2 matrix, including 23 core brands with high-positioning distinctiveness, ten core brands with low-positioning distinctiveness, ten peripheral brands with high-positioning distinctiveness, and seven peripheral brands with low-positioning distinctiveness.
Research limitations/implications
The results contribute to providing brand researchers with different analytical perspectives on the existing knowledge about green brand positioning and offer strategic positioning information for green brand practitioners.
Originality/value
This research contributes to the literature in three ways. First, this research is a first attempt to offer a brand-based perspective on differentiation of green brand positioning. Second, this research advances the existing knowledge that uses network analysis on green brand positioning by offering different techniques for brand differentiation analysis. Finally, this research complements the strategic positioning information of the current business environment in the context of green branding.
Keywords
Acknowledgements
The author thanks the editor, Andy Adcroft, and anonymous reviewers for their helpful comments on previous drafts. The study was supported by a research grant from the Ministry of Science and Technology in Taiwan (NSC 101-2420-H-004-031-DR).
Citation
Wang, H.-J. (2017), "A brand-based perspective on differentiation of green brand positioning: A network analysis approach", Management Decision, Vol. 55 No. 7, pp. 1460-1475. https://doi.org/10.1108/MD-04-2016-0251
Publisher
:Emerald Publishing Limited
Copyright © 2017, Emerald Publishing Limited