2010 Awards for Excellence

Citation

(2010), "2010 Awards for Excellence", Journal of Systems and Information Technology, Vol. 12 No. 4. https://doi.org/10.1108/jsit.2010.36512daa.001

2010 Awards for Excellence

Article Type: 2010 Awards for Excellence From: Journal of Systems and Information Technology, Volume 12, Issue 4.

The following article was selected for this year's Outstanding Paper Award for Journal of Systems and Information Technology

“Green brand extension strategy and online communities”

Patrali ChatterjeeSchool of Business, Montclair State University, Upper Montclair, New Jersey, USA

Purpose – The purpose of this paper is to examine current and prospective consumer perceptions, purchase intent and parent brand evaluation due to green brand – line and category extensions by marketers of established (non-green) brands for products with high vs low perceived environmental impact.Design/methodology/approach – The paper analyses responses to online surveys by 602 pet-owners at social networking websites. The quasi-experiment considered perceived environmental impact of core product, parent brand user status, and green extension strategy (line vs category). Brand extension evaluation, purchase intent, and parent brand evaluation were then measured.Findings – Results suggest that consumers are more likely to purchase green extensions of products with high perceived environmental impact and that current consumers prefer green line extensions to green category extensions. Both have similar reciprocal impact on parent brand evaluation among current consumers.Research limitations/implications – The data have external validity but lack the control possible in laboratory experiments. Future research should replicate the study in other product categories.Practical implications – Managers of established brands should consider brand extensions of products associated with high environmental impact only.Originality/value – This paper examines managerial implications of line vs category extension strategies for green brand extensions of established brands.Keywords Brand extensions, Consumer behaviour, Green marketing, Marketing strategy www.emeraldinsight.com/10.1108/13287260911002503

This article originally appeared in Volume 11 Number 4, 2009, pp. 367-84, Editor: Professor Craig Standing Journal of Systems and Information Technology

The following articles were selected for this year's Highly Commended Award

“Evolution of an IS development effort: An ANT interpretation”

Amit Mitra

This article originally appeared in Volume 11 Number 2, 2009,Journal of Systems and Information Technology

Outstanding reviewer

Dr Helen Cripps, Edith Cowan University, Australia