Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/261116 
Year of Publication: 
2016
Citation: 
[Journal:] PraxisWISSEN Marketing [ISSN:] 2509-3029 [Volume:] 1 [Issue:] 01/2016 [Publisher:] Arbeitsgemeinschaft für Marketing (AfM) [Place:] Berlin [Year:] 2016 [Pages:] 79-93
Publisher: 
Arbeitsgemeinschaft für Marketing (AfM), Berlin
Abstract: 
Immer wieder klafft eine Lücke zwischen den in der Markenkommunikation behaupteten und den tatsächlichen ökologischen Leistungen. In der Literatur zum Markencontrolling wurde derartiges Greenwashing in der Vergangenheit vernachlässigt. Dieser Beitrag geht im Folgenden auf Basis einer Literaturanalyse der Frage nach, wie Markencontrolling erweitert werden kann, um Greenwashing in der Zukunft besser eindämmen zu können.
Abstract (Translated): 
There is rising consciousness about a substantial gap between what companies report in brand communication concerning their ecological performance and what is actually achieved by them. Such Greenwashing has not yet been an important issue in publications covering the field of Brand Controlling. Based on findings in the literature this article pursues the problem of how Brand Controlling can be strengthened in order to better prevent Greenwashing in the future.
Subjects: 
Greenwashing
Markencontrolling
Nachhaltigkeitscontrolling
Irreführende Kommunikation
Persistent Identifier of the first edition: 
Document Type: 
Article

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