Branding water

Article English OPEN
Dolnicar, Sara; Hurlimann, Anna; Grün, Bettina;
  • Publisher: Pergamon Press
  • Journal: Water Research, volume 57, issue 100, pages 325-338 (issn: 0043-1354, eissn: 1879-2448)
  • Publisher copyright policies & self-archiving
  • Related identifiers: doi: 10.1016/j.watres.2014.03.056, pmc: PMC4045201
  • Subject: Perceptions of water | Attitudes towards water | Waste Management and Disposal | Positioning water | Ecological Modelling | Public acceptance | Pollution | Communicating about water | Branding water | Water Science and Technology | Article

Branding is a key strategy widely used in commercial marketing to make products more attractive to consumers. With the exception of bottled water, branding has largely not been adopted in the water context although public acceptance is critical to the implementation of ... View more