Corporate Identity, Green Strategy and Customer Perception

By Marli Gonan Božac and Ana Čuić Tanković.

Published by Change Management: An International Journal

Format Price
Article: Print $US10.00
Published Online: January 10, 2016 $US5.00

The purpose of the paper is to identify the features of green strategy in the content communicated on the websites and examine customer perception in this respect. Building a corporate identity that will enable customers and other stakeholders to perceive a positive corporate image is a desire and aspiration of every corporation. In the global airline industry a company’s website is the key communication channel and the core of Internet marketing. Since the level of awareness of environmental issues, global warming and limited resources has been increasing, “green strategy” represents a new way of conducting a business: it focuses on fostering new green industries by using technologies that would be the new engine for sustainable development, thereby reducing pollution and improving the quality of life. The research is focused on the civil aviation industry because it represents a growing market which includes “green performance” among its success factors, while producing 700 million tons of jet-fuel-derived carbon dioxide a year. The sample of the research includes all the airlines from the three strategic alliances for passenger traffic. The content of the airlines’ websites is analyzed in terms of the presence of the features of corporate identity, and then these elements are themselves analyzed in terms of the presence of green strategy in these features of corporate identity, by using content analysis. The research results show that the elements of green strategy contained in the corporate culture and strategy of the companies positively affect customer perception, indicating that the airlines want to protect the natural environment as well as that they are making efforts to improve customer satisfaction. The results indicate that emphasis is placed on customer driven strategy, while green strategy appears on a somewhat smaller scale, as well as that there are significant differences between the mean values of the strategic alliances with regard to the perception of environmental protection, community development, customer satisfaction, readiness to use the service and the intention to recommend.

Keywords: Corporate Identity, Green Strategy, Corporate Image

Change Management: An International Journal, Volume 15, Issue 4, December 2015, pp.13-34. Article: Print (Spiral Bound). Published Online: January 10, 2016 (Article: Electronic (PDF File; 693.943KB)).

Prof. Marli Gonan Božac

Professor, Department of Management, Faculty of economics and tourism "Dr. Miijo Mirković", Juraj Dobrila University of Pula, Pula, Croatia

Marli Gonan Božac, Ph.D., works at the Faculty of Economics and Tourism, University Juraj Dobrila of Pula, with specialization in Management. Over the course of the last ten years she was the Vice-Dean, Dean, Vice-Rector and Head of Doctoral Studies in Management at the Juraj Dobrila University of Pula. Her research interests include general management, strategic management and corporate governance. She has published papers in several journals as well as chapters in edited books.

Ana Čuić Tanković

Research and Teaching Assistant, Faculty of Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija, Pula, Croatia

Ana Čuić Tanković, M.Econ. M.Art, is a Teaching and Research Assistant at the University of Rijeka, Faculty of Tourism and Hospitality Management in Opatija at the Department of Marketing. She is a Ph.D. student at the Juraj Dobrila University of Pula, where she obtained her master’s degree in Business Economy, in parallel with the master’s degree in Piano at the Conservatory of Classical Music "Giuseppe Tartini" in Trieste (Italy). She received Dean's and Rector's Awards, as well as a Top Scholarship for the 30 best Croatian students. Her research interests include strategic marketing, strategic management and the usage of music in services.