Abstract
Defining a coherent brand positioning strategy requires conceptualizing, communicating and managing brand associations that are strong, unique and favorable. Defining primary brand associations is especially difficult for certified organic products due to the apparent lack of a theoretical framework that thorougly analyses consumer perceptions and behavior towards organic products. The purpose of this article is to identify primary brand associations specific to certified organic products that can serve as brand positioning bases. The authors identify how these elicited primary brand associations are correlated to consumers' attitude towards organic products and to specific socio-demographic variables. Based on these correlations, authors develop a strategic framework useful for selecting relevant brand associations in the positioning of certified organic products. The research was conducted on a sample of 763 respondents and is nationally representative for Romanian urban residents.
Published Version
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