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.

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