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Ulla Saari Eco-Friendliness in the Brand Experience of High-Tech Products

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Ulla Saari Eco-Friendliness in the Brand Experience of High-Tech Products Ulla Saari Eco-friendliness in the Brand Experience of High-Tech Products Julkaisu 1363 • Publication 1363 Tampere 2016 Tampereen teknillinen yliopisto. Julkaisu 1363 Tampere University of Technology. Publication 1363 Ulla Saari Eco-Friendliness in the Brand Experience of High-Tech Products Thesis for the degree of Doctor of Science in Technology to be presented with due permission for public examination and criticism in Festia Building, Auditorium Pieni Sali 1, at Tampere University of Technology, on the 10th of February 2016, at 12 noon. Tampereen teknillinen yliopisto - Tampere University of Technology Tampere 2016 ISBN 978-952-15-3670-0 (printed) ISBN 978-952-15-3690-8 (PDF) ISSN 1459-2045 i ABSTRACT The focus in this research is to develop a brand measurement scale for measuring how consumers experience eco-friendliness when reflecting on global high-tech brands. The aim is to examine can the eco-friendliness dimension in the brand experience of a high- tech brand be measured with a brand experience measurement scale by extending the research of Brakus et al. (2009). This research topic was selected because also high-tech companies are facing the need to analyze how consumers view the eco-friendliness of their brands in order to create greener products that could also benefit the financial performance of the company (Siegel, 2009). Eco-friendliness can be seen as an important factor for consumers when they are purchasing e.g. fast-moving consumer goods (McDonald et al., 2009) and automobiles (Kim, 2011). However, it is not still considered to be so relevant when buying consumer electronics or high-tech products and this is an area that has not been researched as extensively (McDonald et al., 2009). This dissertation focuses on this research gap and investigates how eco-friendliness can be measured in the brand experience of high-tech products. The approach in this dissertation is empirical and the research has been conducted as a replication and extension of the existing brand experience measurement scale (BBX scale) developed earlier by Brakus et al. (2009). The BBX scale was developed further and extended with a fifth dimension for eco-friendliness to get a better understanding of the concept of eco-friendliness in the brand experience. In the design of the study, the eco-friendliness dimension was created on the basis of the attested dimensions in the BBX model, including affective, behavioral, intellectual and sensory dimensions. The theoretical background of this dissertation is based in management of high-tech innovations and especially consumer behavior and brand management research in this domain. The research includes empirical data collected in a web survey in Finland that was analyzed by using the original BBX model and two different models portraying extensions of the BBX model that also included items on eco-friendliness. The contribution of this study is that theoretically brand experience was proved to have also an eco-friendliness dimension in addition to the affective, behavioral, intellectual and sensory dimensions included in the original BBX scale. This study succeeded in modelling the general brand experience of mobile phones based on the original BBX model and it was also confirmed that eco-friendliness is an additional, uniquely identifiable fifth dimension in the brand experience of high-tech brands. The implication of this finding is that high-tech companies should also take into account eco-friendliness that has become increasingly important in the management of corporate value and brands in the global competition (Mohr et al., 2010, Keller, 2013) in order to respond to the needs of green consumers (Chatterjee et al., 2010, Aaker, 2011, Kotler, 2011, Ottman, 2011, Accenture and UN_Global_Compact, 2014). ii TIIVISTELMÄ Tämän tutkielman tavoitteena on selvittää, voidaanko korkean teknologian tuotteiden brändikokemusten ympäristöystävällisyyttä mitata brändikokemusmitta-asteikolla. Tässä tutkimuksessa kehitettiin edelleen brändin mitta-asteikkoa, jonka Brakus et al. (2009) ovat luoneet, jotta voitaisiin mitata, kuinka ympäristöystävällisinä kuluttajat pitävät globaaleja korkean teknologian tuotteiden brändejä. Tämä tutkimusaihe valittiin, koska korkean teknologian yritykset pyrkivät enenevässä määrin selvittämään, miten ympäristöystävällisinä kuluttajat pitävät niiden brändejä, jotta yritykset voivat kehittää vihreämpiä tuotteita, jotka voisivat myös hyödyttää yrityksen taloudellista suorituskykyä (Siegel, 2009). Kuluttajat pitävät ympäristöystävällisyyttä tärkeänä tekijänä, kun he ostavat esimerkiksi kertakulutushyödykkeitä (McDonald et al., 2009) ja autoja (Kim, 2011). Tästä huolimatta kuluttajat eivät vielä pidä ympäristöystävällisyyttä yhtä oleellisena seikkana, kun he ostavat kulutuselektroniikkaa tai muita korkean teknologian tuotteita, eikä aihealuetta ei ole vielä tutkittu riittävän laajasti (McDonald et al., 2009). Tämä väitöskirja pyrkii täyttämään tämän tutkimusaukon tarkastelemalla, miten ympäristöystävällisyyttä voidaan mitata osana korkean teknologian tuotteiden brändikokemusta. Tämä väitöskirja lähestyy tutkimusaihetta empiirisesti tarkastelemalla matkapuhelimia korkean teknologian tuotekategoriasta. Tutkimus on laajennettu toistotutkimus ja pohjautuu Brakuksen kehittämään brändikokemuksen mitta-asteikon (BBX-asteikko) hyödyntämiseen. BBX-asteikko sisältää seuraavat mittausdimensiot: affektiivinen, behavioraalinen, intellektuaalinen ja aistimuksellinen dimensio. Tässä väitöstutkimuksessa BBX-asteikkoa ja -mallia kehitettiin edelleen ja laajennettiin viidennellä mittausdimensiolla, johon sisällytettiin ympäristöystävällisyys, jotta voitaisiin selvittää tarkemmin, kuinka ympäristöystävällisyys voidaan käsitteellisesti määritellä osana brändikokemusta. Tutkimussuunnitelmaa laadittaessa ympäristöystävällisyys-dimensio määriteltiin BBX-mallissa olevien ja jo testattujen dimensioiden avulla. Väitöskirja pohjautuu teoreettiseen kirjallisuuteen, joka käsittelee korkean teknologian innovaatioiden johtamista, kuluttajakäyttäytymistä ja brändien hallintaa. Tässä tutkimuksessa on käytetty empiiristä dataa, joka kerättiin internet- kyselyn avulla Suomessa ja jota analysoitiin käyttämällä alkuperäistä BBX-mallia sekä kahta muuta tässä työssä jatkokehitettyä mallia, jotka sisältävät myös ympäristöystävällisyys-dimension. Tässä tutkimuksessa todistettiin, että teoreettisesti brändikokemus sisältää myös ympäristöystävällisyys-dimension alkuperäisessä BBX-asteikossa olevien affektiivisen, behavioraalisen, intellektuaalisen ja aistimuksellisen dimensioiden lisäksi. Lisäksi tässä tutkimuksessa onnistuttiin mallintamaan matkapuhelimien yleinen brändikokemus niin kuin se oli määritelty alkuperäisessä BBX-mallissa ja lisäksi varmennettin, että ympäristöystävällisyys todellakin on ylimääräinen ja ainutlaatuinen määriteltävissä oleva viides dimensio korkean teknologian tuotteiden brändikokemuksessa. Tämän iii tutkimustuloksen perusteella voidaan päätellä, että korkean teknologian yritysten pitäisi ottaa huomioon myös ympäristöystävällisyyden kasvava merkitys yrityksen arvon ja brändin hallinnassa globaaleilla kilpakentillä (Mohr et al., 2010, Keller, 2013), jotta ne voivat vastata vihreiden kuluttajien vaatimuksiin (Chatterjee et al., 2010, Aaker, 2011, Kotler, 2011, Ottman, 2011, Accenture and UN_Global_Compact, 2014). iv ACKNOWLEDGEMENTS It would not have been possible for me to commence nor finalize this dissertation without the assistance and support from several professors, colleagues in my past and current jobs, my friends and my family. I would like to express my deepest appreciation and thanks to all of the people who have supported me in this work. The main advisors and supporters have been listed below, but there have also been countless very supportive and encouraging discussions with my family members, friends and colleagues that have kept me going and that cannot all be listed here. First, I would like to express my sincerest appreciation and gratitude to my supervisor Prof. Saku Mäkinen for giving guidance to me in this research project and keeping me on track with constructive feedback all along. I cannot imagine that there could have been a better supervisor for my doctoral thesis. Besides my supervisor, I would like to convey special thanks to the two pre-examiners, Prof. Joško Brakus from the Leeds University Business School and Prof. Ari-Pekka Hameri from the University of Lausanne. Their review comments helped me to understand some issues and aspects I need to reconsider and take into account in my future research. Also, I would like to express my genuine gratitude to Prof. Miia Martinsuo for reviewing the final draft version of my thesis and providing me very relevant and useful feedback before I sent my work to the pre-examiners. My sponsor at Nokia and later at Microsoft, Dr. Petteri Alinikula, merits special thanks for mentoring and supporting me in this research project on the company side. The data collection and participation to two conferences were possible due to his approval. In addition, I am especially grateful for all of the support I got from the former Sustainability team at Nokia that was then led by Markus Terho, who also advocated my research and gave valuable feedback during the project. I also had many very inspiring and informative discussions on sustainability and my research topic at the Nokia office with Arja Mehtälä, Timo Kolehmainen, Mia Ranta-Aho, Terhi Seuna- McMillan, Laura Varpasuo, Sanna Karhumäki and Helena Castren, who all worked in the Sustainability
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